chapter 8 segmenting and targeting markets

when Amazon Kindle first came out in 2007, it seemed to be targeted to early adopters---- people who like new gadgets, yet later on, from reviews and Amazon.com discussion boards, the company found that regular people, not gadget guys, are buying the Kindle in droves.  this maybe part of the 'Oprah effect'.
i just found out that back in 2008, Oprah did an episode on Kindle with CEO of Amazon Jeff Bezos. please see video at (http://www.oprah.com/oprahshow/Take-Jeff-Bezos-Amazon-Kindle-Class). data shows that women handle 75% of family finances and make or influence 80% of consumer purchases(MKTG chapter 8 4262-86) . through the Oprah show, Kindle got the quick exposure it needed towards female audience, and became a trend among house-wife and female professionals.
 how Oprah.com demographic fit in to Kindle Target Market

US Demographics 

Updated Nov 18, 2011 • Next: Nov 30, 2011 by 9AM PST

		INDEX
30%	Male
70%	Female
13%	Under 18
36%	18-34
30%	35-49
21%	50+
77%	Cauc.
11%	Afr. Am.
4%	Asian
7%	Hisp.
1%	Other
		Internet Average

		INDEX
60%	No Kids
40%	Has Kids
19%	$0-30k
28%	$30-60k
28%	$60-100k
26%	$100k+
35%	No College
48%	College
17%	Grad. Sch.
		Internet Average

Kindle
42%        Male
55.9%     Female
2.3%       17 or younger
22%        18-34
38.4%     35-54
37.3%     55+
because the price of a Kindle has drop dramatically since 2008.  this demographic(Apr.2011) is going to change.
Amazon.com has never officially disclose this demographics of Kindle user. the data above was collected by individual researcher via online survey.(see the survey result page)