Half of Amazon Kindle Fire Owners Plan to Buy an Apple iPad 3

If the rumours are true, we’re less than two weeks away from a March 7th unveiling of Apple’s third-generation iPad. The wealthier and more fanatic iPad 2 owners will likely update, while most original iPad owners will surely have their eyes set on the souped-up device. But what about Android users?

Amazon’s Kindle Fire, the highly affordable 7-inch tablet that many have touted as Apple’s toughest competition. But I, alongside many others, have argued since the beginning that the Fire and the iPad serve two different demographics. We may be wrong.

We’ve always said that, sure, the Fire will eat up some of the iPad’s shares initially—that kind of activity is expected in an emerging market. Once the dust settles, though, they will be serving two different consumers and only trading market share with likeminded competitors.

However, this may all be incorrect. For it seems that the space for small, cheap tablets is, well, small… and the iPad is on everyone’s mind.

According to a new survey by TechBargains, an aggregator for consumer electronics, an incredible 48% of Kindle Fire owners plan to buy an iPad 3. Just 16% of respondents said they wouldn’t because iPads are too expensive. You can bet the farm that Amazon would have hoped for a much higher number than that, considering that price is its key differentiator.

The rest of the respondents were undecided, meaning that up to 83% of Fire owners will be eyeing Apple’s new tablet. It’s worth noting that Amazon’s tablet is only a few months old—these customers shouldn’t even be thinking about a new Amazon device yet, yet alone a competitor’s.

Amazon has further reason to worry. A Barclays analyst recently cut his present and future predicitions of Kindle Fire sales. And a recent FixYa report stated that Amazon’s tablet was “plagued with issues.”

“When it comes to tablets, Apple’s iPad will continue to remain the leader,” said Yung Trang, President and Editor in Chief of TechBargains.com. “But what’s very interesting is that Kindle Fire was released just three months ago and yet more than half of Fire owners already know that they will, in fact, buy the iPad 3. This could be a commentary on consumer dissatisfaction with Amazon’s product or simply a message that the iPad’s user experience remains unparalleled.”