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The Amazon Kindle 2013

The Amazon Kindle Fire and Kindle Store are two of the most influential things affecting the industry.

Shouldn’t you know more about both?

For the last two years, Simba Information’s Trade E-Book Publishing report series has included a mid-year update to allow buyers to have the newest data pertaining to hardware usage trends. But as the market got bigger and the growth rates grew smaller, we realized that there were new questions on this market—and about the most influential player operating within it—that needed to be answered.

To that end, Simba is proud to present The Amazon Kindle Report 2013.

The same Simba Information analysis that correctly predicted the 2012 slowdown of e-book adoption (and the shift from e-reading devices to tablets) has been deployed to answer some pressing questions on Amazon Kindle Store users and Kindle Fire owners. Thanks to nationally representative consumer surveys conducted on a regular basis since 2009, Simba’s qualifications to study Amazon’s customers are second to none. How many books the Amazon customer buys, how much they spend, trends in E-Ink and Tablet owners, and demographic details are covered extensively in this report featuring more than 30 charts.

This first-of-its-kind report is available to all buyers of Trade E-Book Publishing 2013, but it is also sold independently for $899.


  • Methodology
    • Introduction
    • Sources of Information
      • Identifying Kindle Fire Owners and Kindle Store Users
      • Secondary Research
  • Introduction and Topline Data
    • Introduction
      • Table Kindle Devices Used by E-Book Users Over Prior Three Months (2012-2013)
      • Table E-Book Hardware Use Trends February 2011 - February 2013
      • Kindle and Kindle Owners Lending Library Use: Topline Results
        • Table Amazon Kindle Use Trends February 2010 - June 2013
        • Table Where E-Books Were Acquired, Last Three Months (April-June 2013)
        • Table Percent of U.S. Population Who Owns A Kindle Fire, iPad, Smartphone or Other Tablet (2013)
  • Demographics of Kindle/Kindle Store Users
    • Introduction
      • Table Demographics by Gender
      • Gender
      • Age Group
        • Table Demographics by Age Group
      • Marital Status
        • Table Demographics by Marital Status
        • Table Demographics by Children in Household
      • Children in Household
      • Employment Status
        • Table Demographics by Employment Status
      • Educational Attainment
        • Table Demographics by Educational Attainment
        • Table Demographics by Race/Ethnicity
      • Race/Ethnicity
      • Urban vs. Suburban Locale
        • Table Demographics by Urban vs. Suburban/Rural Locale
      • Region
      • By Household Income Bracket
        • Table Demographics by Region
        • Table Demographics by Household Income Bracket
  • Kindle Fire Owners and Kindle Store Users: Key Data
    • Introduction
      • E-Book Usage Rates Among Smartphone/Tablet Owners
        • Table E-Book Usage Rates Among Smartphone/Tablet Owners 2013
      • Amazon Prime Membership
        • Table Percent of Adults, Smartphone & Tablet Owners Who Belong to Amazon Prime 2013
      • App Usage 2013
        • Table Smartphone/Tablet Owners: App Usage 2013
      • Money Spent On Apps 2013
      • E-Books Read 2013
        • Table Smartphone/Tablet Owners: Money Spent on Apps (June 2012-June 2013)
      • E-Books Purchased 2013
        • Table Kindle Fire/Kindle Store Users: E-Books Read (June 2012 - June 2013)
        • Table Kindle Fire/Kindle Store Users: E-Books Purchased (June 2012 - June 2013)
        • Table Kindle Fire/Kindle Store Users: E-Books Acquired Free (June 2012 - June 2013)
      • E-Books Acquired for Free 2013
      • Money Spent on E-Books 2013
        • Table Money Spent on E-Books (June 2012-June 2013)
        • Table E-Ink Kindle/Kindle Fire Users and Kindle Store Usage (April 2013-June 2013)
      • E-Ink Kindle vs. Kindle Fire Users
        • Table Amazon Kindle Store Users: Cross-Channel E-Book Acquiring (April 2013-June 2013)
      • Cross-Channel E-Book Acquiring
        • Table Kindle Fire/Kindle Store Users: Channels Used For Print Book Purchasing (April 2013-June 2013)
      • Kindle Fire/Kindle Store Users: Channels Used for Print Books
        • Table Children's & YA Print & Digital Purchasing (June 2012-June 2013)
      • Kindle Fire/Kindle Store Users: Children's/YA Print & Digital Book Habits
      • Kindle Fire/Kindle Store Users: Opinions on Children's Reading Habits
        • Table Kindle Fire/Kindle Store Users: Children Read Books Less Than They Used To
      • Kindle Fire/Apple iPad Owners: Opinions on Children and Tablets
        • Table Kindle Fire/Kindle Store Users: Children Would Read More Books For Leisure If They Had Their Own Tablet Device
        • Table Kindle Fire/Kindle Store Users: Children Today Are On The Computer Too Much
      • Kindle Fire/Kindle Store Users: Opinions on Children and Computer Use
  • Forecasts and Conclusions
    • Table 2013 - 2016 Projections for E-Ink Kindle/Kindle Fire Use (Among E-Book Users)
    • Table 2013 - 2016 Projections for Kindle Fire Ownership (Among U.S. Adult Population)

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