With an overall satisfaction score among tablet owners of 855 (on a 1,000-point scale), Microsoft’s achievement is largely due to its top rankings in the features and styling & design factors.
“The Microsoft Surface platform has expanded what tablets can do, and it sets the bar for customer satisfaction,” said Jeff Conklin, vice president of service industries at J.D. Power. “These tablet devices are just as capable as many laptops, yet they can still function as standard tablets. This versatility is central to their appeal and success.”
Microsoft scored the highest in variety of pre-loaded applications, internet connectivity, and availability of manufacturer-support accessories. Surface owners have the highest incidence of accessory use including a stylus (48% vs. 27% industry average); physical keyboard (51% vs. 14%); and mouse (27% vs. 6%). Microsoft also scored highest in variety of input/output connectivity and amount of internal storage available.
The company also had the highest performance in three styling & design attributes: size of tablet; quality of materials used; and attractiveness of tablet design. Additionally it achieved the highest rating in the remaining styling & design attribute of location of non-display buttons/controls.
Notably, Microsoft had a higher proportion of younger customers than their competitors.
Following are some of the key findings of the 2017 Study:
● Satisfaction is rising: Overall customer satisfaction with tablet devices is 841, an increase of 21 index points from the 2016 U.S. Tablet Satisfaction Study—Volume 2, released six months ago.
● Driving the selection process: Lower price and past experience are the most commonly cited reasons for tablet selection among customers (22% each). Reputation is next at 19%.
● Size matters: The average screen diagonal among Microsoft customers is highest, at 11.8 inches. Satisfaction is 869 among customers whose screen diagonal is 10 inches or more vs. 850 among those whose screen diagonal is 8-10 inches and 824 among those whose screen diagonal is less than 8 inches.
● Data plans increase satisfaction: Nearly one-third (32%) of customers have a data plan with their tablet. Overall satisfaction among customers with a data plan is 863 vs. 834 among those without such a plan.
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