-PRESS RELEASE-
17.4 million active Kindle Fire users in US
30.5 million active iPad users
Total Kindle Fire unit sales more than 10 million
36% of 59 million US tablet users plays games on their tablet
AMSTERDAM, April 19, 2012 – Analysis by Newzoo, the international games market research firm, shows that the
total number of Kindle Fires sold by Amazon has surpassed the 10 million unit mark during the first quarter of 2012.
The number of people in the US who actively use a Kindle fire reached 17.4 million this March, compared to 30.5
million active users for the iPad, with 6.5 million using both devices. In total there are 59 million active tablet users in
the US. 36% of these consumers actively plays games on their tablet . The conclusions are based on analysis of app
store data as well as fresh consumer research amongst 17,000 respondents in the US and key EU territories.
Total unit sales of Kindle Fire pass 10 million mark
Since Amazon does not disclose unit sales, the total amount of Kindle Fire units sold by Amazon, launched in the US mid
November 2011 for $199, has been subject to much speculation. Estimates of the total number units sold in the last
quarter of 2011 ranged from 4-6 million. Based on its own research and analysis of publicly available data, Newzoo
estimates that, in total, more than 10 million units have been sold by the end of the first quarter 2012. In March 2012,
Newzoo’s proprietary market research showed a total number of 17.4 million people in the US actively use the Kindle
Fire, compared to 30.4 million active iPad users. 6.5 million Americans use both devices. In the UK, where the Kindle Fire
is about to launch, 3.7 million consumers already are active users of a Kindle compared to 7.5 million active iPad users.
81% of active Kindle Fire users also play mobile games
81% of the active users of Kindle Fire play mobile games on tablets, smartphones or an iPod touch, compared to 77% for
the iPad users. To put this into context, 43% of the US online population aged 10 to 65 plays mobile games totaling 100
million Americans. 69% of US mobile gamers plays game on a smartphone, 21% on a tablet, 18% on an iPod Touch.
Figures for Europe are comparable: 69%, 16% and 11%.
Newzoo’s CEO Peter Warman adds: “We will continue to closely monitor the fascinating developments of tablets and
smartphones, and not only in relation to mobile gaming. Our recent research shows that the Kindle Fire should be
considered as a real tablet computer and clearly is a very credible competitor to the iPad, in particular given the vast
amount of various kinds of content Amazon can make available to its users.”
About Newzoo
Newzoo (www.newzoo.com) is an international market research firm focused purely on the games industry. Newzoo aims to
provide the best independent consumer market data across all game platforms and business models, covering Western, Asian as
well as Emerging markets. Newzoo also operates the global B2B portal Gamesindustry.com and publishes the bi-annual Games
Industry Black Book. Newzoo’s clients include Kabam, SEGA, TenCent, Blizzard, GlobalCollect, EA, Gamehouse, Microsoft and
SpilGames. www.newzoo.com.
Contacts
Anna Rozwandowicz
PR & Marketing
[email protected], +31 (0)20 6635816, www.newzoo.com