3 in 4 Kindle Fire Users Read Ebooks - A better Performance Than iPad

Stamford, CT, July 16, 2013 — Simba Information, the market research firm specializing in publishing and media, has released a sister publication to the most recent edition of the prophetic Trade E-Book Publishing report series: The Amazon Kindle Report 2013. By drawing upon exclusive, nationally representative data, Simba has estimated about three out of four Kindle Fire owners use e-books, which makes owners of that tablet more engaged with digital book content than iPad owners as Simba has consistently found that about half of all iPad owners aren’t e-book users.

“The tablet market is no longer being solely defined by the iPad,” said Michael Norris, senior analyst of Simba Information’s Consumer Media & Technology division, commenting on the report. “The Kindle Fire is a player in its own right, and since the creator of that device also happens to be one of the most influential players in book and content publishing today, it made sense to create a research offering based on our new data. Now that the future of one of Amazon’s competitors—Barnes & Noble’s Nook—is in question, it’s even more important to know about top tier players.”

The bulk of the 30+ charts in The Amazon Kindle Report is based on a June 2013 nationally representative survey of U.S. adults while older data was used to assemble trend information. Data on what extent Kindle users are replacing their E-Ink devices with a Kindle Fire, e-book reading habits and more are covered, as well as full demographic data on Kindle Fire owners and Kindle Store users. Additionally, the data puts to rest some often-asked but rarely-answered questions about whether Kindle owners read more and spend more than the average digital book consumer.

The report also provides new intelligence on the most popular devices used for e-reading today and an analytical view of a frequently overlooked factor in Amazon’s success: it’s ever-changing loyalty program, Amazon Prime.