The Great Tablet Debate: Kindle Fire HD or Apple iPad Mini?
When Amazon.com introduced the Kindle Fire in 2011, it was a budget-friendly game-changer for the growing tablet market that certainly shook the Apple tree. Fast forward to holiday 2012 and Apple – facing declining market share for its once superbly dominant iPad – has responded directly to the value-priced threat (from Amazon, Google, et al.) with its own $329 entry, the iPad mini. Not to be outdone, Amazon has recently launched the upgraded Kindle Fire HD – at the still very wallet-friendly $199 price point.
iPad mini sales are expected to exceed 5 million units this quarter, while the world’s largest online retailer touts the Kindle Fire HD as the “#1 most gifted product on Amazon.” And all of the back-and-forth between these two giants is enough to send Santa into a tizzy. With the shopping days until Christmas now numbered, let’s take a look at how the nearly 9,000 consumers we talk to each month feel about these two new tablets, courtesy of our popular “Hot or Not?” feature.
As it turns out, if you are planning on gifting either of these devices, you’re likely to make the recipient pretty happy. The majority of Adults 18+ rated the both the Kindle Fire HD (56.9%) and iPad mini (58.2%) as “hot,” though Apple’s device boasts a slight edge.
And if your recipient is a Gen X-er, you’re in luck: those born between 1965 and 1982 were the most likely to be fanning the flames on both of these “hot” tablets. Millenials followed, but expressed sentiment more in line with the general population. The Silent generation (much like its affinity for Apple iOS) and Boomers were more likely to boost the temperature on the iPad mini, rather than the Kindle Fire HD.
The upside for Amazon? It appears that we’ve stumbled upon a new slogan: Kindle Fire HD: Not Your Grandmother’s Tablet