Purchasing a tablet is one thing. Being highly satisfied with that product is another. According to J.D. Power’s 2013 U.S. Tablet Satisfaction Study (Volume 2), Samsung is satisfying the most tablet owners.
Whether a tablet is purchased online or from a retail store, price, device information, brand, and model selection greatly influence overall customer satisfaction.
Samsung ranked highest with a score of 835 and is the only manufacturer to improve across all five factors since the previous reporting period in April 2013, according to the study. Samsung showed particularly strong improvement in the cost factor (25-point increase). Apple ranked second, registering a score of 833, and performs particularly well in performance and ease of operation, the study notes.
Here are some key takeaways from the J.D. Power 2013 U.S. Tablet Satisfaction Study:
More than one-half (59%) of tablet owners purchase their device in a store, while 41% purchase online. Tablet owners who purchase their device online rate their purchase experiences 8.5 (on a 10-point scale), compared with 8.3 among those who purchase at a store, and also provide a slightly higher satisfaction rating for the price of the tablet (7.8 vs. 7.5, respectively).
Overall customer satisfaction with tablet devices is 821 (on a 1,000-point scale). Customer satisfaction among tablet owners who rate their purchase experience high (9 or 10) is 114 points higher (879) than those who rate their purchase experience lower (8 or below).
Prior to purchasing their tablet, 50% of consumers rely on recommendations from friends, family members or colleagues, while 49% gather information from the manufacturer's website. These sources are followed by brand reputation (42%) and past experience with the brand (32%).
“Whether consumers prefer the online channel for competitive pricing compared with the tactile retail store experience, effectively matching owner needs with the appropriate tablet model during the purchase process goes a long way in positively influencing overall satisfaction,” Kirk Parsons, senior director of telecommunications services at J.D. Power, said in a press release.
After Samsung and Apple, Amazon (826) and Asus (821) were third and fourth in the rankings, respectively.
The 2013 U.S. Tablet Satisfaction Study (Volume 2) is based on experiences evaluated by 3,375 tablet owners who have owned their current device for less than one year. The study was conducted between March and August 2013. The study measures satisfaction across five key factors (in order of importance): performance (26%); ease of operation (22%); styling and design (19%); features (17%); and cost (16%).