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Amazon Kindle Fire poised to be No. 2 in tablets, says ChangeWave

Amazon's Kindle Fire is disrupting the tablet market, according to a ChangeWave survey. The ROI case is simple: Parents want a tablet that's inexpensive and can play app for the kids.
Written by Larry Dignan, Contributor on

Amazon's Kindle Fire is poised to be the No. 2 tablet for holiday shoppers with 22 percent of consumers saying they plan to buy the $199 device. Apple's iPad still retains the No. 1 spot, according to ChangeWave Research.

Changewave, a division of the 451 group, said 65 percent of consumers plan on buying Apple's iPad, but now there's a solid No. 2. In a statement, ChangeWave made the following points based on its survey of 3,043 North American consumers:

  • Amazon is going to wreak havoc on other tablet makers such as Motorola, RIM, Dell, HP and Toshiba. These vendors didn't garner hardly any attention from consumers.
  • The Samsung Galaxy Tab was cited by 4 percent of consumers.
  • 5 percent of consumers said they're very likely to buy the Kindle Fire. Another 12 percent say they're somewhat likely.
  • Apple should be fine---74 percent of iPad owners say they are very satisfied with the device.

ChangeWave's findings back up the anecdotal interest I'm seeing. When the Kindle Fire comes up in conversation, nearly everyone in my neighborhood has wanted to try it out. The ROI case is simple: These parents want a tablet that's inexpensive and can play app for the kids. And if you have two kids, you can buy two Fires for the cost of one iPad and save yourself some refereeing. Another perk: You really don't want junior dropping your iPad in the toilet do you?

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