Price, device information, brand name and model selection all factor greatly into overall customer satisfaction with tablets, whether they are purchased online or in a bricks-and-mortar retail outlet, according to the J.D. Power “2013 U.S. Tablet Satisfaction Study – Volume 2.”
Tablet owners who purchased their devices online rated their purchase experiences (8.5 on a 10-point scale) and satisfaction (7.8) slightly higher than those who made in-store purchases (8.3 and 7.5, respectively).
“Whether consumers prefer the online channel for competitive pricing compared with 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,” commented J.D. Power senior director of telecommunications services Kirk Parsons.
According to J.D. Power:
- Overall customer satisfaction with tablet devices is 821 (on a 1,000-point scale). Customer satisfaction among tablet owners who rate their purchase experience high (9 or 10) is 114 points higher (879) than those who rate their purchase experience lower (8 or below).
- Prior to purchasing their tablet, 50 percent of consumers rely on recommendations from friends, family members or colleagues, while 49 percent gather information from the manufacturer’s website. These sources are followed by brand reputation (42%) and past experience with the brand (32%).
- Samsung ranks highest with a score of 835 and is the only manufacturer to improve across all five factors studied since the previous reporting period in April 2013. Samsung showed particularly strong improvement in the cost factor (25-point increase). Apple ranks second scoring 833 and performs particularly well in performance and ease of operation.
