Total Kindle Fire unit sales surpass 10 million

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 10 million unit mark by the end of the first quarter of 2012. The number of people in the US who actively use a Kindle fire reached 17.4 million, 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.

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 will 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. An additional 3.7 million Kindle Fire users can be found in the UK as well as 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 ( 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 and publishes the bi-annual Games Industry Black Book. Newzoo’s clients include Kabam, SEGA, TenCent, Blizzard, GlobalCollect, EA, Gamehouse, Microsoft and SpilGames.


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