Fire Phone Survey: Consumers Unsure About Groundbreaking Features

Amazon just announced the release of its highly anticipated smartphone, the Amazon Fire Phone. The phone has a variety of unique features, like holographic images that can appear to be 3D and hands-free scrolling. So what do consumers think about the Amazon brand and its new Fire Phone? What features are they most excited to see?

amazon phone

Fire Phone

In Ask Your Target Market’s latest survey, 15% of respondents said they would definitely be interested in a phone made by Amazon. 38% said they would probably be interested in owning an Amazon phone. 32% said they would probably not be interested in an Amazon phone. And 16% said they would definitely not be interested.

In general, 61% of respondents said they already own a smartphone. Those respondents were 9% more likely to be at least somewhat interested in purchasing the new Fire Phone.

Phone Features

Price was considered to be the most important features when thinking about a new smartphone purchase. 73% said that price was one of the most important features to them when considering a new smartphone. A quality camera and large screen, both included in the Fire Phone, were also considered to be very important. Respondents were split over the phone’s hands-free scrolling feature. And just 14% of respondents consider the Fire Phone’s 3D images to be an important smartphone feature.

Amazon Brand

Aside from the features, the Amazon brand is another important factor in determining the Fire Phone’s success. And that’s a good thing for Amazon, since 48% of respondents said they have a very positive opinion of the Amazon brand. 30% said they have a somewhat positive opinion of Amazon. 20% said they have a somewhat negative opinion of Amazon. And just 1% said they have a very negative opinion of Amazon.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: eBooks from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on June 19 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.