Apple and Samsung Tie for Highest Rank in Tablet Device Owner Satisfaction

WESTLAKE VILLAGE, Calif.: 7 May 2015 — Whether a tablet is purchased online or from a retail store, price, device information, brand and model selection—all part of the purchase experience—greatly impact overall customer satisfaction, according to the J.D. Power 2015 U.S. Tablet Satisfaction StudySM—Volume 1 released today. 

The study, now in its fourth year, measures customer satisfaction with tablets across five factors (in order of importance): performance (28%); ease of operation (22%); features (22%); styling and design (17%); and cost (11%). Satisfaction is calculated on a 1,000-point scale.

The market for tablets has grown during the past several years as the number of tablets purchased at retail stores has increased since the study was launched in 2012. In the 2015 Volume 1 study, 58 percent of tablet owners indicate purchasing their tablet in a retail store, compared with 54 percent in 2012, while 41 percent purchase online and just 1 percent purchase over the phone. 

Customers who purchased their tablet online rate their purchase experience higher than those who purchased in a store (8.4 vs. 8.2, respectively, on a 10-point scale). Price is the primary driver of purchase experience satisfaction with the online channel. The average reported price for a tablet purchased online is $291, compared with $329 for a tablet purchased in a retail store. When it comes to price paid, tablet purchases made online generate a higher satisfaction rating than for those purchased in a retail store (8.1 vs. 8.0, respectively).

“Whether consumers prefer the competitive pricing offered online or 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 and practice leader of telecommunications at J.D. Power. “When customers are satisfied with their tablet model selection, the brand manufacturer and wireless carrier can benefit through customer loyalty and repurchase intent.”


  • Apple and Samsung tie for the highest rank in overall satisfaction with a score of 826 each. Both brands perform particularly well in features and styling and design. Amazon (818) and Microsoft (815) follow closely in the rankings and each performs well in the performance factor.
  • Overall customer satisfaction with tablet devices is 815, a decline of 6 points from 821 in the 2014 U.S. Tablet Satisfaction Study—Volume 1.
  • Among tablet owners who are highly satisfied with their device (rating of 9 or 10), 61 percent say they “definitely will” recommend their tablet manufacturer, compared with just 9 percent of those with low satisfaction (ratings of 1 to 5).
  • Prior to purchasing a tablet, 19 percent of customers rely on lower price to help drive their brand purchase decision.  Brand reputation (17%) and device features (14%) are also key drivers of brand purchase choice.

The 2015 U.S. Tablet Satisfaction Study—Volume 1 is based on experiences evaluated by 3,444 tablet owners who have owned their current device for less than one year. The study was fielded between September 2014 and February 2015.

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