Not content with redefining the concept of “buying a book,” it’s beginning to look like Amazon might have similar designs on the idea of “using a non-Apple tablet device.” A new report indicates that more than Amazon’s Kindle Fire has taken more than half of the Android tablet market just six months after launch.
According to a report released today by comScore, Amazon’s Kindle Fire accounted for 54.4 percent of all Android tablets in the US as of February 2012, almost doubling its market share from the 29.4 percent it claimed in December 2011, a month after its launch. This gives Amazon a substantial lead over its competitors, with its nearest rival — Samsung’s entire family of Galaxy Tab tablets — lagging far behind at just 15.4 percent of the market, followed by the Motorola Xoom at 7 percent.
ComScore suggests that US consumers are drawn to both price and screen size as differentiators between devices (we noted that, at $199, the Kindle Fire was the best value Android tablet in our round-up yesterday). Bigger screens also seem to be leading users to consume more content: The 10 inch iPad averages 125 browser page views per tablet, against 116 on the Sony S1 or just 90 on the 7-inch Kindle Fire. Whether this means that longstanding rumors of a larger Kindle Fire have more weight remains to be seen, but it does suggest that Amazon may feel pressure to increase screen size from content producers, publishers and advertisers if they’re not already considering the matter.
Other Android tablet manufacturers, meanwhile, may be better served by putting their minds to work on just how quickly they can create a bigger, cheaper tablet — and whether or not they can do so before Amazon makes them as obsolete as Borders bookstores.