80% consumers wouldn’t be any more likely to shop at Amazon if they owned Amazon Fire
Owning the new Amazon Fire smartphone would not make consumers any more likely to shop at the online retailer, a report from Gorkana has found.
Out of 1000 people surveyed this morning (19 June) after the new mobile device was announced, 80 per cent answered 'no' when asked whether the Amazon Fire would make them more likely to shop on Amazon.
The study found that only 27 per cent of smart phone users would consider changing their current mobile device to Amazon’s new Fire phone, with the much-hyped 3D capabilities of the handset not enough to convince consumers, as only eight per cent were likely to choose it for its 3D capabilities.
“It’s an exciting time for consumers as Amazon launches its 3D enabled phone”, said Jeremy Thompson, CEO of Gorkana Group, “Whilst consumers are clearly happy to buy phones from non-traditional mobile manufacturers in principal, 3D capabilities alone don’t seem to be a big driver yet.
"More concerning for Amazon is the consumers lack of conviction that this will drive retail sales, which is the key purpose for the device.”
In addition, the study revealed that whilst 72 per cent of consumers trust a retailer such as Amazon to be able to produce a good phone, they are unlikely to make the switch.
Earlier today experts from DigitasLBi, Carat, Ogilvy, Tribal Worldwide and TH_NK told The Drum that while the Amazon Fire has some game-changing features, it's unlikely the smartphone will oust the iPhone from its top spot.
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