Apple Ranked Highest in Overall Satisfaction in J.D. Power's 2014 Tablet Study

Apple Ranked Highest in Overall Satisfaction in J.D. Power's 2014 Tablet Study

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Apple ranked highest in overall satisfaction in J.D. Power's 2014 U.S. Tablet Satisfaction Study. The study found that as more value-priced brands enter the marketplace and the average purchase price of tablets declines, overall tablet satisfaction declines.

The 2014 U.S. Tablet Satisfaction Study—Volume 1 is based on experiences evaluated by 2,513 tablet owners who have owned their current device for less than one year. The study was fielded between September 2013 and February 2014. The study measures satisfaction across five factors (in order of importance): performance (28%); ease of operation (22%); features (22%); styling and design (17%); and cost (11%).

Apple ranks highest in overall satisfaction with a score of 830 and performs highest in all study factors except cost. Samsung ranks second with a score of 822 and achieves above-average scores in the features, styling and design, and cost factors.

Key Findings:
● Lower price is the No.1 reason for tablet choice in 2014, with 25 percent of current tablet owners citing price as the main reason for selecting their current brand, compared with 21 percent in 2013. Features offered and brand reputation are the next most-frequently cited reasons for selecting a tablet device (22% and 21%, respectively).
● Since 2012, the average purchase price of a tablet has decreased by $53 ($337 in 2014 vs. $390 in 2012).
● Overall satisfaction has decreased by 18 points to 835 on a 1,000-point scale in 2014 from 853 in 2012. The largest decline in satisfaction is in the ease of operation factor, with substantial decreases in two attributes over the three-year time frame: navigation (8.30 vs. 8.52, respectively, on a 10-point scale) and adjusting tablet settings (8.30 vs. 8.50, respectively).
● It’s taking longer for tablet owners to perform the initial set-up on their devices in 2014 than three years ago, as more features and pre-loaded apps are included with the device. In 2014, the average time for initial tablet set-up is 64 minutes, compared with 55 minutes in 2012.
● Prior to purchasing a tablet, 50 percent of consumers rely on brand reputation to help drive their brand purchase decision—an increase from 42 percent just six months ago. Manufacturer websites (47%) and recommendations from friends, family members or colleagues (46%) are key drivers of brand purchase choice.

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Apple Ranked Highest in Overall Satisfaction in J.D. Power's 2014 Tablet Study

DarkSide - May 9, 2014 at 3:58am
That "Power Circle" chart rating doesn't make any sense.
Bright Side - May 9, 2014 at 5:06am
That "malware powered" brain you currently run with is what defines no sense at all.
Majik - May 7, 2014 at 6:05pm
JD Power awards mean nothing. All you have to do to get a JD Power award is pay them $100,000. They do survey people, but the questions in the surveys use weasel words to jilt people into answering favorably toward their client. The awards being given apply only to one survey (in this case "Tablet Satisfaction Study - Volume 1") which is created and given specifically for the purpose of giving an award to the client.
Fukjohn Rah - May 7, 2014 at 6:15pm
Apple made the product and jd ranks them. But your way is like judging judges at fog contests like they're paid to award the loser. That's not how it works.
Majik - May 7, 2014 at 6:42pm
Arguing on the Internet. Okay then, as you can see at the bottom of the table Apple won top picks for tablets in "Tablet Satisfaction Survey - Volume 1". Here's how the progression works, and how JD Power and Assoc. makes their money: Apple pays JDPA $100,000 for an "information survey" which, of course, shows that Apples' products are superior in surveys conducted with consumers. Apple receives an award for "highest in overall satisfaction." JD Power then contacts Apple's biggest competitor (Samsung) to inform them that Apple has received this reward. JDPA to Samsung: Gosh, look at that. Apple won an award for a survey that shows their products are clearly superior to yours. Be a shame if this were to get out to the press, wouldn't it? Maybe we should do a second survey... Samsung pays JDPA $100,000 for a second "information survey" which, lo and behold, shows that Samsung's products are superior in surveys conducted with consumers. Here's "Volume 2" of the "Tablet Satisfaction Survey": As you can see, in this "volume" of the survey, Samsung comes out ahead and receives the JD Power Highest in Overall Satisfaction award: QED.
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