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Kindle Fire Trend: Part III

November 29, 2011

I’m sure you have all been curious to see what kind of buzz the Kindle Fire has picked up now after about two weeks after its release. This will be the third and final post in this series. We’ll follow up on some info we looked at during Part II, and we’ll recap on the whole story.

For those who just joined us, we’re looking at more than just the tech communities since the kindle fire is targeted to a much larger demographic. I’m looking at the volume of buzz that the kindle fire gets in the following blog communities: Wireless/Mobile, Music, Moms, Fashion, & Books. First up, the share of voice. Again this is how it’s calculated:Wireless/Mobile:
Music:Moms:Fashion:Books:No real surprise here. A continuation of the trends we saw just after the big press release held by Jeff Bezos shows how little effort Amazon put into generating buzz for the Kindle Fire. Even after the release of the tablet, the wireless/mobile computing and book lover communities (communities in which I was sure news about the tablet would trend) showed little deviation from the standard number of mentions before the release. Let’s look again at the word cloud of the wireless community:

I noticed that post-release, there seems to be an increase in the mentions of competitive products, no doubt from the many user reviews that have sprung up comparing the $200 tablet to the competitors like the Nook Color, Galaxy Tablet and iPad.

While the level of buzz has dwindled since the first announcement, it’s been rather consistent ever since then. No additional news (even after release) has prompted any additional mentions, and the share of mind (brand penetration) has stayed even. With this level of buzz, one would assume that sales would take a hit. But recent news has shown that the kindle fire’s performance on the sales charts hasn’t been so bad. In fact, I’d say sales have been downright great. But what’s brought this on?

As Roberto says in his post from Gizmodo, “Not surprisingly one of the main factors is trust. Amazon has a great history with consumers. We want stuff, Amazon drops it off. You want to read books without lugging around actual books, Amazon has us covered. This trust was hard-earned.” Amazon’s trust is the bond that they share with their consumers and their partners. It’s the aspect which brings them their influence, and as we mentioned in a recent post, trust is one of two “x-factors” that carry the ability to drive action. So maybe they didn’t need to generate buzz after all. Maybe it’s not about broadcasting your message and needing to constantly advertise and push your brand into the minds of others, but the inherent value that you bring to your audience that drives them to come back, time and again.

This was the final post on the kindle fire trend. If you want to see our previous posts on this subject, here’s part 1 and part 2.

4 Comments leave one →
  1. Kristina permalink
    November 30, 2011 5:51 am

    I appreciate the comment about trust and I like the analysis that maybe they did not need to create a buzz after all, but questions still remain.
    Did Amazon take a strategic decision due to their lower margins that it wouldn’t be cost effective to drive the market by creating a “buzz” round the Kindle Fire? Has their strategy been deliberately exclusive rather than inclusive?
    The Kindle Fire is still on my Christmas wish list, but as a potential customer a little voice inside of me is feeling left out (not part of the club), or should it be the opposite, potentially part of a more select club?
    Thank you e-cairn for taking us through this very special analysis and making it understandable to the ordinary person. It has been very informative in how communities of influencers can drive market trends.
    Influencers have become the new PUSH in the push-pull effect that marketeers can no longer ignore.

    • arthuranswers permalink
      December 1, 2011 5:50 pm

      You’re very welcome Kristina, If you have any other suggestions for analysis we’d love to hear about it. Just shoot us an email at conversation@ecairn.com or tweet me directly at @arthuranswers. I heard that the decision to take lower margins was indeed heavily strategic, and while we can’t be so sure how much impact they foresaw, and we definitely cant rule that out as one of the main causes for the high sales volume. Especially since they haven’t announced official sales figures.

      On the topic of being part of the club. Do you think owning the tablet will make you feel more a part of the club? No doubt, the kindle fire plays into a bigger movement around creating a culture of users of amazon’s content delivery system.

  2. November 30, 2011 2:27 pm

    I’m kind of surprised at the numbers. Like Amazon, Apple has earned our trust, and they’re not notorious for creating huge PR campaigns around their products. They have a formula that works so they keep using it. It’s not surprising they have more mentions than the Kindle Fire, but I feel like EVERYONE is talking about the Kindle. Which I guess is why I’m surprised they aren’t up in the iPad range of conversations.

    • arthuranswers permalink
      December 1, 2011 5:56 pm

      I’m definitely surprised at the numbers as well. I was expecting a much higher volume of conversations after the actual release but it seems people are either too busy using their new tablets to post about it or just not that hyped up about it. Perhaps running a search to find the mentions of amazon’s content delivery services would have been a better correlation. If the emphasis wasn’t on the product, it must have been on the services tied to the product right? If you look very closely at the first SoV graph you’ll notice that the average number of posts about the Kindle Fire was actually close to 100 a day during it’s release. A substantial figure in and of itself, but nowhere near the 400 posts the iPad received in the same period.

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