Amazon reports that over the holiday season more than 4 million Kindles were purchased, most of them the Kindle Fire. Because of the much lower price point than then iPad2, a $300 difference, some of these purchases were not a loss to iPad 2 sales. Some of those sales, however, were a loss for Apple. The firm Morgan Keenan thinks the Kindle Fire stole 1 million to 2 million sales from Apple over the holiday season. According to comScore 97% of all web traffic from tablets came from iPads, but with such a high number there is only one direction for movement to occur.
All of this points to the digital agency needing to analyze its mobile presence. The Kindle Fire has different dimensions than the iPad, so mobile layouts may need to be altered. Because there is a question about the Kindle Fire’s ability to compete with the iPad, that means there might be a qualitative difference between what consumers are looking for on advertising. Advertisements geared towards productivity are less likely to find an audience on a Kindle device.