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Connexity's Insights, powered by Bizrate, Finds Little Enthusiasm for Amazon’s Fire Phone

Insights, powered by Bizrate, a division of Shopzilla's new Connexity has surveyed over 4,000 online buyers and found that among those who are not solely Amazon online buyers, there is very little definitive interest in buying its newly introduced Fire smartphone – and what there is, is driven by Prime members. About 10% of consumers think it may be worth investigating – fueled by the phone features that are more common (phone performance, camera, etc). However, the lion’s share of online buyers does not feel moved enough by this new product to push them to get a new phone.

  • Only 24 out of over 4,000 online buyers (0.59%) who responded to questions fielded since the announcement intend to purchase an Amazon Fire phone. Of this 24, 14 are already Prime members.
  • Prime members are significantly more interested in investigating and learning more about the phone than non-members (17% vs. 6%).
  • The feature that appealed the most to Prime members interested in learning more about the phone is its integration with other Amazon options, while the phone features that non-members were most interested in relate to performance (speed, battery life, audio clarity)
  • iPhone owners are not only more likely to already be a Prime member (versus other phone owners), but also most interested in the free year of Amazon Prime as a key feature of the phone. Samsung smartphone owners are equally wowed by the phone performance, camera, and integration with other Amazon options as their top picks.

"Fire has initially received lukewarm interest," says Hayley Silver, Vice President, Insights powered by Bizrate at Connexity. “But I expect interest levels to increase, especially among existing Prime members looking to further leverage their Prime membership, as phone service contracts come up for renewal, prompting deeper consideration, and after consumers see more of what Amazon Fire can do.”

Methodology: The Insights powered by Bizrate Amazon Fire Phone Announcement Study was conducted via the Bizrate survey platform and offered to online buyers immediately after purchasing from the Bizrate Network of over 5,000 e-commerce retailers in the US and Canada. Data from the Amazon Fire Phone Announcement Study was collected from 4,038 online buyers from June 19th – 23rd 2014.

Connexity (http://www.connexity.com/) combines three marketing-centric business units of Shopzilla, Inc., Aisle A, the audience activation division that specializes in leveraging the power of shopping data to target advertising for brands and retailers; Bizrate Insights, Shopzilla's consumer insights and ratings/reviews division; and Connexity’s programmatic media buying platform. Connexity uniquely offers consumer insights and media buying within the same programmatic platform, helping marketers to learn more about their customers, discover valuable audiences, and activate new consumers at scale.

Shopzilla, Inc. is a leading source for connecting buyers and sellers online. Reaching a global audience of over 50 million shoppers each month through both its destination websites and affiliate network, Shopzilla connects shoppers with over 100 million products from tens of thousands of retailers a month. Shopzilla, Inc. manages a premier portfolio of online shopping brands in the US and Europe, consisting of Bizrate, Beso, Shopzilla, Retrevo, TaDa, PrixMoinsCher, and SparDeinGeld, as well as B2B businesses including Connexity and the Shopzilla Publisher Program.

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