Survey Says: Kindle Fire Losing Its Allure

In a survey by ChangeWave Research of 254 Kindle Fire owners, 29 percent said they’d spend more money with Amazon (NASDAQ:AMZN) over the next 90 days compared to 19 percent who don’t have a Fire. Owners also liked the price, color screen and Amazon book selection.

That was the good news.

The bad news comes from the rest of the results, which relay a slow extinguishing of the excitement behind the Kindle Fire from its peak in December until January. With 54 percent “very satisfied with their new tablet,” the Fire beat out “other tablet devices” who came in at 39 percent, but notably less than its main competition, the Apple iPad (NASDAQ:AAPL) with 74 percent of its owners very satisfied.

Early adopter types who were “very likely” to buy a Kindle Fire dropped from 4 percent in December to 2 percent in January. The number who were “somewhat likely” to buy went from 13 percent to 10 percent.

Here’s how Amazon and Apple are reacting to the survey: Inc. (NASDAQ:AMZN): AMZN shares recently traded at $179.46, up $2.18, or 1.23%.

Apple Inc. (NASDAQ:AAPL): AAPL shares recently traded at $456.19, up $0.48, or 0.11%.

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