iPad vs Kindle Fire: Apple tablet wins by a small margin in customer satisfaction survey

August 8, 2012
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We have another comparison between tablets coming out from the folks over at comScore, a customer satisfaction survey performed on a 3-month rolling sample of 6,000 U.S. tablet owners (slates measuring 7 inches or more), but before we’re going to give you the results, we’re going to tell you that they’re not necessarily conclusive for the tablet market.

No, we’re not defending the Kindle Fire, which barely lost the race with the iPad in this customer satisfaction survey, we’re just saying that it’s really strange to compare customer satisfaction when dealing with various products. In fact, this shouldn’t be seen as a race in the first place.

Unless each of those 6,000 U.S. tablet owners own all the tablets part of the study, which would make the comparison an objective one, not to mention that it would surely change the answers give to various questions – after all, after comparing the iPad with the Kindle Fire owners will surely appreciate one more than the other – this study can’t really be relevant for the tablet market.

Furthermore, comScore does not specify the market share of each device for the 6,000 rolling sample – if we were to assume this is a representative lot for the U.S., then it means most of those 6,000 buyers own iPads – and that can also be a factor when calculating the final numbers. The iPad obtained an 8.8 overall rating while the Kindle Fire scored 8.7. Android tablets got an 8.2 score.

What the study shows though is that iPad and Kindle Fire owners are equally appreciated by their owners, and the same thing can be said about Android tablets, but it doesn’t suggest that any device is the better choice. Also worth pointing out is that comScore did not specify any Android tablet names in study, but decided to exclude the Kindle Fire from the Android bunch.

Nevertheless, customers appreciated various elements of their devices more than others – for the iPad the selection of apps and brand are most important when buying the device while the price and selection of apps are the most important buying factors for the Kindle Fire.

As you can see in the tables included above, tablet owners scored various tablet features differently depending on their chosen device, and comScore also looked at various characteristics for the chosen lot of U.S. tablet buyers including age, gender or household income – we will note that the first tablet offers more relevant information for the U.S. tablet business as device makers can get an idea of how the factors mentioned earlier affect buying decisions.

Are you happy with the tablet you purchased?

 

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