Apple 2.0

Covering the business that Steve Jobs built

Owning a Kindle boosts spending on Amazon by $443

December 13, 2013: 12:45 PM ET

"Another way to look at Kindle Fire and Kindle e-Reader is as a portal to"


40% of Amazon customer own Kindles.

FORTUNE -- There are two significant new stats in the survey results of 300 Amazon Kindle owners reported Friday by Consumer Intelligence Research Partners.

  • 20.5 million: CIRC's estimate of the number of Kindle devices in customer hands. It's significant chiefly because the actual Kindle unit sales number is one of Amazon's (AMZN) most closely held secrets. Apple (AAPL), which releases its sales numbers every quarter, had sold 170 million iPads by the end of September.
  • $443: The difference between how much Kindle owners spend on Amazon each year ($1,233) and the annual spending of Amazon members who don't own Kindles ($790).

"Another way to look at Kindle Fire and Kindle e-Reader is as a portal to," said CIRC's Josh Lowitz in a press release.

Kindle Fires start at $139. Maybe Jeff Bezos should be giving them away.

LINK: Amazon Has Over 20 Million Kindles In Consumer Hands

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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