Samsung Tops Apple in J.D. Power Tablet Satisfaction Study [Chart]

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Posted October 31, 2013 at 7:01pm by iClarified

Samsung has topped Apple in J.D. Power's 2013 U.S. Tablet Satisfaction Study Volume 2. The study is based on experiences evaluated by 3,375 tablet owners who have owned their current device for less than one year. It was fielded between March and August 2013 and 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%).

Key Findings:
● More than one-half (59%) of tablet owners purchase their device in a store, while 41 percent purchase online. Tablet owners who purchase their device online rate their purchase experience 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 percent of consumers rely on recommendations from friends, family members or colleagues, while 49 percent gather information from the manufacturer's website. These sources are followed by brand reputation (42%) and past experience with the brand (32%).
● Samsung ranks 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. Samsung showed particularly strong improvement in the cost factor (25-point increase). Apple ranks second scoring 833 and performs particularly well in performance and ease of operation.

"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," said Kirk Parsons, senior director of telecommunications services at J.D. Power.

Apple topped the two previous studies. Take a look at the chart below for more details...

Samsung Tops Apple in J.D. Power Tablet Satisfaction Study [Chart]

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Ellen - November 1, 2013 at 6:24pm

Doesn't surprise me. I am guessing that the cost of the samsung is more reasonable for most people. Apple is losing some of its charm in the competitive arena with Apple. It's really too bad. If Apple wants to stay on top it had better become more innovative with products and costs and system upgrades which I find difficult to deal with lately.

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gamerscul9870 - January 2, 2014 at 5:45pm

All they did was lose to cost. There is a chart that shows it.

Angelo - November 1, 2013 at 2:37am

Firstly, since when is the price important about user satisfaction of a product? Obviously people want an iPad at the cost of a Samsung. Survey should be strictly on usability, especially since most Android users only use the device to play games. Internet usage on an Android is almost non existent when compared to iPads.

Great - November 1, 2013 at 1:06am

JD Power will be sending out a revised table when they realised their mistake of using a Samseng device for adding up the numbers.

Zzz - October 31, 2013 at 9:55pm

I wouldn't even give my crApple ipad a score of 500.

Kornmehl - October 31, 2013 at 7:21pm

Apple gets five stars for a score of 833, while Amazon gets only three stars for a score of 826? Seriously? Looks like a four-way tie between Samsung/Apple/Amazon/Asus to me. No real surprise. People assess the tablets on the basis of what matters to them and then buy accordingly.

Delusion - October 31, 2013 at 7:15pm

Now let the hates from Apple fanboys begin.(even tho JD Power was the only organization that was giving Apple #1 satisfaction on smartphones)