Apple as the "first choice" among likely tablet buyers dipped down to 44% during December of last year with the announcement of the Kindle Fire. The Kindle remains strong even after it's initial launch, withstanding the announcements of holiday push.

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Methodology

Data from YouGov InvestorView Telecom survey, fielded December 1, 2011 - May 31, 2012. Sample is of US consumers likely to purchase a tablet in the next 6 months. Monthly sample of likely buyers ranged from 354-421