Tablets are changing the way content is consumed, according to a new study that found tablet owners are increasingly using their mobile slates for the same activities as people who use personal computers, with the Apple iPad ranking the highest in owner satisfaction.
In J.D. Power and Associates 2012 U.S. Tablet Satisfaction Study, Apple’s flagship tablet scored an 848 out of a possible 1,000, ranking highest in performance, ease of operation, features and design. Amazon followed suit with the Kindle Fire that had a satisfaction rate of 841, scoring well in the price factor.
The study measures tablet owner satisfaction among those who have owned their device for less than two years, evaluating satisfaction rates across five factors, performance (26%), ease of operation (22%), styling and design (19%), features (17%) and price (16%).
Tablets vs. PCs.
Tablet owners spend 7.5 hours per week browsing the internet, watching videos, listening to music and reading books on their device, compared with spending 9.6 hours per week on a personal computer for the same activities, according to the analysis. Those who use their slates to view three or more hours of video per week rank an overall satisfaction score of 857, which is 45 points higher than those who do not.
The study is based on experiences reported by 1,985 tablet owners fielded in July, finding that 90% of tablet owners who spend three or more hours viewing video content on their device are more likely to purchase another tablet from their current manufacturer, giving Apple and Amazon a loyal fan base for future offerings, like the highly-speculated iPad Mini and recently-unveiled Amazon Fire HD.
Despite devices like the Samsung Galaxy Note and Samsung Galaxy S III that offer ample screen sizes for smartphones, it appears smartphone users who also own a tablet prefer surfing the Web on a larger-screened device, with 40% of participants spending more time browsing the Internet on their slates than their handsets. Furthermore, 56% of users spend more time playing games on their tablets than their smartphones. But it’s not all fun and games for some users, with one-fourth of those surveyed saying they use their tablets for business purposes, a sign that mobile slates are becoming more popular in the enterprise.
With consumer tablets becoming more popular in recent years, the mobile slates have transitioned from a luxury accessory to an everyday electronic.
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