Kindle Fire vs. iPad heats up for holiday shoppers (survey)

It's going to be a battle this holiday season as many shoppers are turning towards the Kindle Fire instead of an iPad.
Written by Rachel King, Contributor

To buy a Kindle Fire or an iPad? That is the question on the minds of many consumers this holiday season, according to new research from consumer electronics shopping site Retrevo.com.

According to the survey, more current and non-current tablet owners replied that they are planning to buy a Kindle Fire over an iPad in the next couple of months. Here's the breakdown:

  • 20 percent of tablet owners said yes, an iPad
  • 10 percent of people said yes, an iPad
  • 27 percent of tablet owners said yes, the Amazon Kindle Fire Tablet
  • 12 percent of non-tablet owners said, yes, the Amazon Kindle Fire Tablet

Then, participants were asked if they would consider buying the 7-inch Amazon tablet for $199 instead of a 9.7-inch iPad 2, which starts at $499, this holiday season.

The answer is really explained perfectly and pointedly in this graphic:

Nearly half of the survey participants said they would at least consider buying a Kindle Fire over an iPad -- but that doesn't mean that they actually will.

Nevertheless, the Kindle Fire's strength (before it is even released this Friday) in this report could be attributed to a few points. First, there is the price. Obviously $199 is a more affordable present than $499.

Then there's the screen size. Although there have been questions about a 7-inch tablet market in the past, there have also been questions about whether or not any tablet can compete with the iPad.

The answer is obviously yes to both debates: there is room for 7-inch tablets and the iPad has serious competition now -- regardless of the argument that the Kindle Fire creates a new, lower-end tablet space that wouldn't compete with the iPad.

Funny enough, Retrevo.com also predicts that Apple will get more competition from the likes of Amazon and Barnes & Noble with the new Nook Tablet rather than other Android-based tablets made by Samsung and Motorola.

For reference, this survey is based on the responses from over 1,000 distributed across gender, age, income and location in the United States in October 2011.


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