From All Things D:
We all know that Amazon’s annual touting of its new Kindles as the best-selling Kindles ever has become laughable since the company doesn’t provide any sales figures to back up its claims.
But a recent analysis of survey data by research firm Consumer Intelligence Research Partners shows that maybe, just maybe, there are other Kindle-related figures that are just as critical to Amazon, if not more so.
First, at a high level, CIRP estimates that 20.5 million Kindles — e-readers and Kindle Fire tablets combined — are currently in use in the U.S., and that 40 percent of Amazon.com’s customers own one of the devices.
. . . .
Based on its research and analysis, CIRP estimates that Kindle owners spend $1,233 per year on Amazon compared to $790 per year for Amazon shoppers who don’t own one of the company’s e-readers or tablets. Kindle owners aren’t necessarily buying more at a shot, but are buying more frequently.
“Another way to look at Kindle Fire and Kindle e-Reader is as a portal to Amazon.com,” CIRP’s Mike Levin said in a statement. “Kindle Fire provides access to everything Amazon sells, while Kindle e-Reader has become the way that Amazon customers buy books, Amazon’s original product line.”
Link to the rest at All Things D