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There has been some speculation that households once they own their first device are buying additional devices.
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Sounds like my household. I passed on ereaders a long time ago. They were too expensive, not capable enough, and had little content.
I sat in on Bezo's Fire launch event and came away wanting a Kindle not a Fire. I've had one for a month now and everyone in my family has had a chance to use it. I can't understand how I lived without a kindle, kids are not at all interested, and wife is not very interested. Two are holding out for Fires. College boy wants a Win8 tab. So we will move from zero to three ereaders in three months.
Price is a factor, but so are size, battery life, and content availability. I use my kindle almost exclusively as an ereader of media aggregated by Libre. My family will more likely use the Fires to play games and watch movies.