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Go Figure: Tablet Satisfaction Declines As Budget Models Launch

by Todd Haselton | May 7, 2014May 7, 2014 3:00 pm PDT

iPad Air, Bezels

It’s unfair to say that “you get what you pay for” in technology, at least to firms like Motorola that have released fantastic handsets at affordable prices. Still, if you pay too little, chances are you’re buying outdated technology and your experience isn’t going to be as great as it could have been had you spent a bit more. On Thursday, J.D. Power released its 2014 U.S. Tablet Satisfaction Study, Volume 1, that shows how tablet satisfaction has declined with the introduction of cheaper tablets.

Of course, we’re all attracted to budget deals, which is why J.D. Power found that 25 percent of current tablet owners purchased their slate because of its price. 22 percent of buyers picked a tablet based on its features, while 21 percent purchased a new device based on the brand alone. Also, in 2012, the average price of a tablet was $390, while today the average price is $337, a $53 decline.

In that same period, satisfaction with tablets has decreased from 853/1,000 points in 2012 to 835/1,000 points today. The two main pain points for consumers have been navigation and the ease of which one can change the settings.

Every time we sit in a press conference we hear a company discuss how great and easy a tablet is to use, but it’s actually getting harder. “It’s taking longer for tablet owners to perform the initial set-up on their devices in 2014 than three years ago,” J.D. Power said, noting that it takes 64 minutes for the average user to set up his or her tablet, up from 55 minutes in 2012. We have no idea what setup process takes that long, but presumably it includes installing apps.

Apple again took the cake among customer satisfaction with a score of 830 out of 1,000. It was followed by Samsung (822), the study average (821), Asus (820), Amazon (817) and Acer (769).

J.D. Power

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Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...


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