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After iPad, Kindle Fire clear second choice

ChangeWave survey finds 65% plan to buy an iPad and 22% a Kindle fire; the others lag far behind

November 21, 2011 12:41 PM ET

Computerworld - Amazon.com's Kindle Fire tablet will leapfrog most competitive offerings to quickly become number two in the market behind Apple's iPad, according to a survey conducted by ChangeWave Research.

The November survey of 3,043 consumers in North America found that 65% most plan to buy an iPad tablet, while 22% said they planned to buy a Kindle Fire device.

Only 4% are planning to purchase a Samsung Galaxy Tab tablet, which comes in several sizes, according to ChangeWave.

Each of the other tablet manufacturers were preferred by 1% or less interest of the respondents. The manufacturers of those devices include Motorola, Research in Motion, Dell, HTC, Hewlett-Packard and Toshiba, ChangeWave reported.

The ChangeWave results didn't mention the Barnes & Noble Nook Tablet that started shipping last week -- just after the Kindle Fire became available.

Amazon's Kindle Fire is "wreaking a devastating blow" to the second tier of tablet manufacturers, ChangeWave said in a statement.

A key reason for iPad's market dominance is a high customer satisfaction rating where 74% said they are "very satisfied" with the Apple device, ChangeWave noted. By comparison, other tablets combined got a 49% satisfaction rating.

The ChangeWave results are strikingly different than those from a Retrevo survey of more than 1,000 Americans. That survey, released earlier this month, found that 44% of respondents were considering the 7-in. Kindle Fire at $199, far more than the 12% that said they would first consider the cheapest 9.7-in. iPad 2, priced at $499.

Forrester Research has projected that Kindle Fire sales could reach 5 million, and that the Nook Tablet 2 million by year's end.

Apple sold 11.1 million iPads in the third quarter, a record, Forrester added.

Matt Hamblen covers mobile and wireless, smartphones and other handhelds, and wireless networking for Computerworld. Follow Matt on Twitter at @matthamblen, or subscribe to Matt's RSS feed . His e-mail address is mhamblen@computerworld.com.

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