The research comes from Consumer Intelligent Research Partners in Chicago.
From the News Release:
Consumer Intelligence Research Partners (CIRP) [recently] released analysis of Amazon Kindle devices, the tablet and e-readers from Amazon, Inc.
This analysis indicates that Amazon has over 20 million Kindles in consumer hands as of September 30, 2013, with significant penetration into the Amazon customer base.
CIRP surveyed US customers of Amazon.com from the three-month period ending November 15, 2013. Based on the survey data, we estimate that Amazon Kindle devices (including Kindle Fire and Kindle e-Reader) have an installed base of approximately 20.5 million units, as of September 30, 2013. Amazon Kindle device owners account for 40% of all Amazon buyers.
28% of Amazon.com customers own a Kindle Fire, while 21% own a Kindle e-Reader,” said Josh Lowitz, Partner and Co-Founder of CIRP. “Interestingly, 9% of Amazon.com customers own both devices, suggesting how well Amazon has done to drive sales of what amounts to a portal to Amazon.com.
Continued Lowitz, “we estimate that Amazon Kindle device owners spend approximately $1,233 per year, compared to $790 per year for other customers. They do so because Kindle device owners buy over 50% more frequently than other customers.”
CIRP based these findings on its survey of 300 subjects who made a purchase at Amazon.com in the three-month period ending November 15, 2013.