Parks Associates study reveals 51% of broadband households looking to buy Amazon Kindle Fire over iPad 2

Research from Parks Associates shows that Amazon's Kindle Fire is making headway in the run up to Christmas, as it has drawn almost neck and neck with Apple's market-leading iPad 2 in the US.

In its Consumer Decision Process: Holiday Intentions report, the firm found that 49 percent of broadband households looking to purchase a consumer electronics product would choose an iPad 2, while 51 percent would purchase a Kindle Fire.

Market scoop likely

The report found some differences in regards to key demographics, with consumers aged over 45 more interested in Amazon's $199 tablet whilst those households with higher incomes and higher education were more likely to buy a $499 iPad 2.

Among holiday shoppers the iPad 2 soared ahead of the Kindle Fire, with 62 percent of the share compared to the latter's 38 percent.

"Having already established itself as the leading brand in e-readers, Amazon's entrance into the adjacent tablet space will disrupt the market," said Tricia Parks, CEO of Parks Associates.

"Amazon's competitive pricing, combined with its considerable media and application offerings, makes the Kindle Fire a serious tablet contender, likely to scoop up market share among bargain shoppers."

Amazon reportedly increased the shipment volume of Kindle Fires up to 5 million units as analysts at JP Morgan predicted that the device would sell the same number by the end of Q4 2011.

[source: Parks Associates]