After a hard survey of tablet customer satisfaction by J.D. Power and Associates, Apple’s iPad tops the customer satisfaction rating but Amazon’s kindle Fire is also near behind the rating. The survey is the first time, the influential pollster has tracked U.S. consumers on tablet usage. The only advantage of Kindle Fire over the iPad is its low price but the iPad holds the edges for performance, ease of performance, features, style and design. It is the second time to find Kindle Fire just next to the iPad, the top raking in the tablet customer satisfaction survey. The differences among the two tablets were only six points, the Amazon Scoring 842 and the Apple 848, on a scale of 1,000. The Amazon is scoring well because of its low price as compared to the Apple.
ComScore last month found that iPad owners scored their overall satisfaction with their tablet an 8.8 on a scale of one to ten, while Kindle Fire owners scored their overall satisfaction at 8.7. This made iPad top the J.D. Power and Associates’ Tablet Customer satisfaction survey.
The inaugural Tablet Satisfaction study finds that tablet owners spend 7.5 hours per week browsing the Internet, watching videos, listening to music, and reading books on their device, compared with spending 9.6 hours per week on a personal computer for the same activities. Overall satisfaction is 857 (on a 1,000-point scale) among owners who view three or more hours of video per week on their tablet, which is 45 points higher than among those who do not. In addition, those who spend three or more hours viewing video content are more likely to purchase another tablet from their current manufacturer in the future than are those who do not watch as much video content (90% vs. 81%, respectively).
The study measures tablet owner satisfaction among those who have owned their tablet for less than two years. This satisfaction is measured across five key factors. In order of importance, they are: performance (26%), ease of operation (22%), styling and design (19%), features (17%), and price (16%).
The study finds some key tablet usage patterns and purchase trends which are follows:
- • Tablet owners who is also an owner of smart phone spends 40 percent more time browsing the Internet on their tablet than on their smartphone. Similarly, such owner spend 56 percent more time using gaming apps on their tablet than on their smartphone.
- • The tablet owners using their tablet for their business purpose comes out to be one-fourth(25%).
• More than one-third (37%) of tablet owners mentioned that they are likely to buy a new tablet within the next 12 months.
- • Most of the highly satisfied tablet owners says that they are likely to purchase additional consumer electronic devices from the same manufacturer.
• Among the tablet owners three-fourths (75%) of them indicates that they were the sole decision-maker in purchasing their device.
• Among the tablet owners greater than one-half (61%) of them share their device with at least one other person.
The 2012 U.S. Tablet Satisfaction Study is based on experiences reported by 1,985 tablet owners. The study was fielded in July 2012.