The iPad comes first in a new consumer satisfaction survey

Discussion in 'Apple iPad News' started by dgstorm, Sep 14, 2012.

  1. dgstorm
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    dgstorm Editor in Chief Staff Member

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    Are you happy with your Apple tablet? Well, you aren’t the only one. Apparently the tech giant has a lot of happy iPad customers. A new survey coming out of JD Power and Associates found that Apple’s tablet was ranked highest in general customer satisfaction. The runner ups of course turned out to be Amazon’s Kindle and Samsung’s range of tablets.

    Users participating in the survey were asked to rank their tablet in 4 different categories: how easy they operate, style and design, performance and features. The maximum grade each tablet could have achieved was 1000. Contributors to the study were also presented with a ranting scale of 0-5 circles.

    Following this grading guidelines, Apple ended up scoring 848 points with five of five circles. Amazon did slightly worse and managed to snatch 832 points and just three circles out of five. Apple’s tablet competitors got much lower scores: Samsung got 827, Acer 811, Barnes&Noble 803 and HP just 790.

    The J.D. Power report also mentioned that out of users who own both an iPhone and an iPad, 40% tend to do their online business on the iPad rather than on the smartphone. 56% see their tablet as perfect gaming devices, while 61% share their tablet goodness with at least another soul.

    By Radu

    Source: Press Release - 2012 U.S. Tablet Satisfaction Study | J.D. Power
  2. Kaykaykay
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    Kaykaykay iPad Wizard

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    Surprising how well Amazon did out of the gate with a first-generation device that cost 200 bucks and had practically no storage. They managed to outscore Samsung, which has been pumping out tablet after tablet, at higher prices and with more flexible uses.

    To me, that underscores what I thought from the start with tablets: Easy access to content far outweighs hardware for most users.
  3. kierandill
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    kierandill iPad Fan

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    WTH is a ranting scale, and why should I be impressed by one?
    BTW, if you actually go to the JDPower article, Amazon actually scored 841 and 4 circles, not 832 and 3, which was the industry average. Copying and pasting, like reading, are fundamental.
  4. Kaykaykay
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    Kaykaykay iPad Wizard

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    Relax. The OP made an error. Not a big deal. No one is demanding that you be impressed. And I thought it funny that you referred to a "ranting" scale, lol. That at least was spot on.
  5. janner43
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    janner43 iPad Fan

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    The glaring omission in this survey is ASUS - where are they mentioned?
    Without ALL the major tablet suppliers - Asus supply the Google Nexus7 tablet as well as the highly regarded Transformer range - this report is pretty meaningless IMO.
  6. janner43
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    janner43 iPad Fan

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    Oh, & Motorola & Lenovo are missing too.

    But the report includes HP????? Fire sale anyone :confused:
  7. AQ_OC
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    AQ_OC Super Moderator Staff Member

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    Given that apple sells 20x the volume of tabs than asus does, not so meaningless, at least from volume. I think it is meaningless for other reasons. Most people tend to pleased with things they buy and keep, but I just think it goes without saying that if you poll customers about devices they continue to own that most of them are going to say they are satisfied. I own both and iPad 3 and a Kindle and I think comparatively, the Kindle is unsatisfying in comparison. I am more satisfied with the Nexus 7 made by Asus, but Asus has pissed off a lot of people with the mis-steps they made with the Transformer Prime. I would not want to deal with trying to get a problem with the Nexus 7 repaired, though. There, Amazon is much better to deal with, and Apple is first in class (if you have a nearby Apple Store).

    Strong Apple Shipments Drive Robust Tablet Market Growth in Second Quarter, According to IDC - prUS23632512
    Last edited: Sep 23, 2012
  8. Kaykaykay
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    Kaykaykay iPad Wizard

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    It's true that people tend to have a confirmation bias, but that distortion probably runs relatively consistently, and I'd expect them to notice flaws even if they keep their devices. In cases of tablets, there's also limited choice, so you'd probably keep a tablet despite flaws unless you're willing to go without any tablet.

    As for those tablets not mentioned: They don't say how they found the roughly 2,000 people surveyed, but if they roughly reflect sales figures, the most popular tablets (as in numbers sold) would probably be most represented. It's not as if they did a head-to-head comparison and surveyed say 2,000 owners of each tablet. Take the findings for what they are -- a rough indication of satisfaction of those surveyed.
  9. Kaykaykay
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    Kaykaykay iPad Wizard

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    Look at the timeframe for when they did this. The Google Nexus had barely hit the market, for instance.
  10. AQ_OC
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    Asus has been the game a while now.
  11. Kaykaykay
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    Kaykaykay iPad Wizard

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    Yes, I researched them and dismissed them before iPad existed. My point was specific to the Nexus.
  12. janner43
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    My point was not meant to suggest that Apple shouldn't be top - they are in every survey & rightfully so for very good reasons.

    I was trying to say that a survey that only samples that small in a country the size of the US is pretty meaningless - especially when it leaves out 3 of the major manufacturers. I'm pretty certain that Asus & Motorola have sold more volume than HP when it comes to tablets.

    It does, however, match other surveys I've read which suggest the order of sales & satisfaction goes...
    1. Apple
    2/3. Amazon Kindle Fire or Samsung
    4. Asus
    5,6,7 The rest...
  13. Kaykaykay
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    Kaykaykay iPad Wizard

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    A sample of 2,000 isn't necessarily too small. Depends on how they chose that sample, which isn't revealed. What is highlighted, as you've mentioned and as other surveys have indicated, is that the results are pretty consistent.

    From my reading (I've been interested in tablets for a long time, but found none viable for non-geek use till iPad), Asus hasn't been producing quality tablets for general use till relatively recently. And that's been too recent to judge solidly, IMO.

    Personally, I don't need surveys to take every manufacturer into account. Unless a company can sell enough quantity, I figure chances are good that I'd be left stranded on a discontinued device sooner than later. I wouldn't consider buying an unpopular device as a non-geek, because I don't want to be left trying to figure out things on my own. Part of the appeal of owning a popular device is a communal pool of knowledge to draw from.
  14. skimonkey
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    ...and just to add to the question of Sample Size based on my own clinical experience. When assigning a 95 % confidence and using a +\- 5 interval, the sample size changes very little when I select 1,000 or 10,000 for total population to my calculation. I was surprised too, but realized that amount of total population does not necessarily equate to a significantly increased sample size to assign for my studies.

    So as KayKayKay stated, we don't know how they arrived at their sample size, but what is consistent is the results revealed with the other surveys given. As a consumer, I like to read these surveys but am also interested in thr bottom line or conclusion to their survey or study. Reading personal reviews on a product is also more revealing to me as a consumer as well and usually help me make my decision to buy or not buy. Just my 2 cents.
  15. Kaykaykay
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    Kaykaykay iPad Wizard

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    That's pretty much my approach. When I shop for computers and other electronic gadgets, I read reviews (from professionals as well as users). If there are forums, I check those out. I also google, because sometimes complaints pop up that way. I look for patterns, rather than isolated criticism. If isolated criticism sounds worrisome, I search for more of the same. That's how I ruled out various tablets before I decided to buy my first iPad. (I also had an iPhone, so I figured iPad would work very similarly.)

    With surveys of ownership satisfaction like this one, I figure the best use of them is for general impressions when lumped together with other surveys, if consistent. I would never base a purchase on surveys alone, though.
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  16. janner43
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    janner43 iPad Fan

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    To further add to the "pot", as it were, coming from a media/advertising background (& with qualifications in statistics), the first off I was surprised at the lack of detail in the JD Power survey as I have always rated them highly. Secondly, the point made above about how they selected their sample is, IMO, crucial.

    Additionally, it is worth commenting that Apple, Amazon & Samsung spend well on advertising & marketing - and reap the rewards with high levels of consumer awareness & brand perception. Hence their consistent rankings in terms of sales figures. Motorola & Acer - much, much less so & Asus - none at all in reality!

    Android is no longer the "techy person's OS", however. If it was, it wouldn't be on the majority of smartphones, used by the majority of smartphone owners, most of whom are probably "non geeks". :)
    Smartphone - Wikipedia, the free encyclopedia
    Samsung boosts Android to 68.1 percent smartphone market share in latest IDC figures | The Verge
  17. Kaykaykay
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    Kaykaykay iPad Wizard

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    Not sure whether you're referring to my post(s) when mentioning Android and non-techs. Agree that Android is not necessarily a tech platform (I have Android devices and am definitely not a tech, lol).

    My impression of many Android devices, gleaned through years of following tech news, is that some Android hardware is simply not user friendly for nontechs. It's not the platform; it's the crappy way that some hardware makers have delivered it in their products. Asus and Acer were two such makers that I checked out in previous years while in search of tablets before iPad, for instance. I found that in user reviews and forums, because even techs struggled at times to figure out probs. You don't see much of that among iPad users -- when even techs are stumped, lol.

    As for user satisfaction and advertising, I find it hard to make the jump that continued advertising makes someone more or less satisfied with a product that they've already bought. (But I might be atypical, and maybe that kind of brainwash works on others. I'm very selective and conscious of what media I do consume. I don't watch TV, I ignore ads elsewhere on purpose and otherwise filter advertising when able. I learn about new tech developments and products almost entirely via tech blogs or when I search out product info.)
  18. janner43
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    The great strength that Apple has is in being the "supplier" of the hardware, OS & controller of the app store.

    Android, being open source, is subject to the vagaries of the OEM using it. :) And intriguingly - to me, anyway - Android phones are far more stable & reliable than Android tablets. :confused:
  19. Kaykaykay
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    Kaykaykay iPad Wizard

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    Yes, having control of OS and content is key. That's why I suggested about three years ago that if anyone had a good shot at iPad, it would be Amazon, with its deep pockets, long-term outlook, content and customer service orientation, as well as (then) hardware experience with Kindle e-ink. Even without complete control of the OS, I figured Amazon could hold the bar high in how it delivered the UI.

    Android phones have has a longer maturation span than tablets. I expect further maturation, but now the Apple-Samsung patent fight (with bigger possible implications for Android/Google) will hang up how things play out.
  20. kierandill
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    kierandill iPad Fan

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    The typo I can live with. Generating an article for the front page using the wrong data, not so much.

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