Throughout the years, tablet prices have gone down especially since the entry of more low-cost products. In the same way, overall satisfaction has also declined. Nonetheless, according to the results of J.D. Power 2014 U.S. Tablet Satisfaction StudySM-Volume 1, Apple remains superior against other leading tablet manufacturers. The iPad series remains on top against competitors like Samsung, Amazon and Asus.
As noted by J.D. Power:
"Since the inaugural U.S. Tablet Satisfaction Study in 2012, a number of new tablet OEMs have entered the U.S. marketplace, differentiating themselves to satisfy a growing interest in owning a tablet," said Kirk Parsons, senior director of telecommunications services at J.D. Power. "Price has significantly impacted the marketplace. The average purchase price continues to drop and consumer expectations of tablet performance and features are different than they were for past products. Subsequently, overall satisfaction has declined, especially with ease of operation, as navigation features and functions have changed."
According to the study, consumers mostly choose their tablets according to their price. Low cost has been a factor for many consumers. It has been a deciding factor against features and brand reputation. That is, 25 percent of existing tablet owners chose their devices based on prince compared to the 21 percent who purchased tablets for the same reason in 2013. Following price, brand reputation ranks as the second important criteria for choosing.
Beginning 2012, there has been a decline in the standard price of tablets. It has gone done by $53 this year. In 2012, average standard price is $390 whereas the average standard price in 2014 is $337. Based on a 1000-point scale, the overall satisfaction among tablets has decreased over the years. It went down by 18 points from 853 in 2012 to 835 this year.
Ease of operation counts as a major factor for the decline in satisfaction. According to the report, it takes longer for users to set up their devices initially this year than from three year ago. Apple got the top spot for scoring 830 from all the study factors except price.
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