Apple iPad Tops Tablet Customer Satisfaction Survey

Dennis Faas's picture

A new study by J.D. Power finds that Apple iPad owners are very satisfied with their purchase. In fact, for the second year in a row iPad owners were more satisfied with their buy than purchasers of other tablet devices.

J.D. Power's report, which is called the "2013 U.S. Tablet Satisfaction Study," asked just under 2,000 tablet users to score their devices.

Apple iPad Performs Well in Every Category

Tablet users rated their devices using five different categories, including:

  • Performance
  • Ease of operation
  • Styling and design
  • Features
  • Cost

The Apple iPad, which scored high in every one of these categories, finished first with a total score of 836 out of 1000.

Amazon's Kindle Fire received high scores for its low price point. It finished a close second with a score of 829 out of 1000.

Samsung tablets finished in third with a score of 822 out of 1000, while Asus and Acer tablets followed, with scores of 818 and 784, respectively. The study's average score was a 828 out of 1000. (Source:

Tablets Still Used Primarily for Entertainment

J.D. Power's study also found that virtually all highly-satisfied tablet buyers say they will purchase another product (such as a smartphone or laptop or desktop computer) from the company that produced their device.

Just over half of tablet owners reported sharing their device with at least one other person, and that satisfaction with a tablet increases when that device is used by more than a single individual.

The study also found that tablets continue to be used primarily for entertainment purposes, with just 20 per cent of these devices being employed in a business environment.

However, in those cases where a tablet is used for business activities, about one in three employers contribute to the original purchase. (Source:

This is the second time that Apple has finished first in J.D. Power's tablet customer satisfaction study. Last September the iPad achieved the even better score of 848 out of 1000. With a score of 842 / 1000, Amazon's Kindle Fire also scored better in the previous study.

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