Apple iPad Rated No. 1 According to J.D. Power and Associates 2013 U.S. Tablet Satisfaction Study

A new study published by J.D. Power and Associates shows that Apple’s iPad tablet continues to dominate when it comes to consumer satisfaction.

According to the press release, “the study measures tablet owner satisfaction among those who have owned their tablet for one year or less. Satisfaction is measured across five key factors (in order of importance): performance (26%); ease of operation (22%); styling and design (19%); features (17%); and cost (16%).”
Here are some of the key findings:

• Tablet owners who also have a smartphone spend 36 percent more time browsing the Internet on their tablet than on their smartphone.
• 27 percent of tablet owners say they are likely to buy a new tablet within the next 12 months, compared with 37 percent in 2012.
• 94 percent of highly satisfied tablet owners are likely to purchase additional consumer electronic devices from the same manufacturer.

“It is somewhat unexpected to find that although 64 percent of tablet owners were the sole decision-maker involved in their device purchase, many of them share their tablet with someone else,” said Kirk Parsons , senior director of telecommunications services at J.D. Power and Associates. “It is important that manufacturers understand this dynamic and try to provide an exceptional experience for all users since this may improve future business prospects, as high satisfaction through sharing a tablet device may result in owners handing down their tablet to a family member or friend, and the likelihood of repurchasing a new tablet from the same brand and running the same operating system increases.”

Apple ranks highest among manufacturers of tablets in overall owner satisfaction for the second consecutive year. The Cupertino-based company scored 836 and performs well in four factors: performance; ease of operation; styling and design; and features.

This should please Apple CEO Tim Cook, who recently stated that Apple values consumer satisfaction over market share.

Tim Cook during Apple’s earnings conference call:

..However, I take your point if the market did grow by 30%, we still, after that normalization, we grew less than that. And so I think the question or the – this point is not lost and we do want to grow faster. We don’t view it, however, as the only measure of our health. The things that are very important to us in addition to market share and unit volumes include things like customer stat, which were the highest by far winning J.D. Power’s nine times consecutively and the customer loyalty and repurchase rates, which were the highest by far the 95% according to Kantar.

The 2013 U.S. Tablet Satisfaction Study—Volume 1 findings are based on experiences evaluated by 1,857 tablet owners. The study was fielded in February 2013.

Power Circle Ratings Legend:
5 – Among the best
4 – Better than most
3 – About average
2 – The rest

Source: PRNews