And the strategy appears to be working, at least to some extent, according to new estimate from market research firm Consumer Intelligence Research Partners.
Owners of Kindle e-readers and tablets in the U.S. spend an average of $1,233/year, about 55 percent more than the average of $790/year spent by Amazon customers who don’t own Kindle devices, according to the results of the research firm’s survey. The increased spending results primarily from a higher frequency of purchases.
The survey of Amazon customers in the U.S. found that about 40 percent own a Kindle device, and 9 percent own both a Kindle Fire and a Kindle e-reader.
Amazon.com is notoriously secretive about the number of Kindle tablets and e-readers it sells, but based on the U.S. survey, the research firm estimates that Amazon’s installed base is currently 20.5 million e-readers and tablets.