iPad stays on top in JD Power’s latest survey thanks to cheap Android tablets


Following its report last month on smartphone customer satisfaction in which Apple ranked first, J.D. Power is out today with its study on tablet satisfaction and is once again ranking Apple highest overall. Apple comes in first followed by Samsung, while Asus, Amazon, and Acer fall in line below the study’s average:

Apple ranks highest in overall satisfaction with a score of 830 and performs highest in all study factors except cost. Samsung ranks second with a score of 822 and achieves above-average scores in the features, styling and design, and cost factors.

J.D. Power notes that a decline in the overall price of tablets has resulted in a decline in overall satisfaction. Apple, however, avoids that by ranking highest in every category except price. The report also provided some other findings on tablet sales, purchasing habits, and brand loyalty for September 2013 to February 2014 when the study took place. 

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As more value-priced brands enter the marketplace and the average purchase price of tablets declines, overall tablet satisfaction declines, according to the J.D. Power 2014 U.S. Tablet Satisfaction StudySM—Volume 1 released today.

Lower price is the No.1 reason for tablet choice in 2014, with 25 percent of current tablet owners citing price as the main reason for selecting their current brand, compared with 21 percent in 2013. Features offered and brand reputation are the next most-frequently cited reasons for selecting a tablet device (22% and 21%, respectively).


J.D. Power and Associates previously awarded the iPhone highest in consumer satisfaction for smartphones eight years in a row and Apple has several times used its studies in iPhone and iPad advertising on its website and elsewhere (pictured above).

The report used experiences of approximately 2500 tablet owners between September 2013 and February 2014 and ranked five metrics related to user experience including performance (28%); ease of operation (22%); features (22%); styling and design (17%); and cost (11%).

(via TheLoop)

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  1. Ron Lane - 9 years ago

    This confirms an observation I made two weeks after the new year. I was returning a cable at my local computer store and waited in a long line. Most of the returns in front of me were for android tablets which were on sale before Christmas for $99. When it was my turn I asked the associate what the issue was with tablets. The problems ranged from bad battery, would not charge, would not turn on, crashed or locked up. The week after Christmas they had a special return line just for tablets. Some customers bought iPad’s after they completed their return.

  2. rogifan - 9 years ago

    So basically you get what you pay for. How shocking…not.

    • frankman91 - 9 years ago

      Yeah I completely agree. A cheap electronic device is just that. It would be like buying a $50 eyephone out of a trench coat on a street corner; its not going to be an iPhone.

      This study also shows that the high end Samsung tablets (which are like $550), rate just shy of the iPads; give up some echo-sphere in exchange for some features and gadgets making similar scores not surprising.

      So as you said – you get what you pay for.

  3. Taste_of_Apple - 9 years ago

    There’s iPad and then there are tablets.

    • herb02135go - 9 years ago

      You can really see the Apple-pimping on this website on stories like these, where Apple barely edges Samsung but it’s written as if it’s a blowout.

      Apple products are easy to use but they are also very limited in their features. That’s why people switch from Apple to Samsung.

      People who buy a $99 tablet are probably looking only at price. They probably just can’t figure out how it works (maybe they have no use for a tablet but can’t resist a bargain).

      I’d also take JD Power rankings with a grain of salt. While the company is good they are also surveying people who are clueless. McDonalds is the most popular hamburger but that doesn’t mean it’s the best.

      The timing of this survey (around Christmas) indicates many tablets were bought as gifts for people who may not have an interest.

      My first tablet was Ipad and second was Samsung – it’s head and shoulders above iPad in every way. Except in price!
      The experience was so pleasant I gave up my iPhone.

      • axecop - 9 years ago

        Hi Samsung.

    • herb02135go - 9 years ago

      Very true. An iPad is barely a tablet.

  4. foxmajik - 9 years ago

    JD Power awards are meaningless.

    They give awards for one specific survey that is manipulated to ensure their client wins an award.

    As you can see at the bottom of the table Apple won top picks for tablets in “Tablet Satisfaction Survey – Volume 1”.

    Here’s how the progression works, and how JD Power and Assoc. makes their money:

    Apple pays JDPA $100,000 for an “information survey” which, of course, shows that Apples’ products are superior in surveys conducted with consumers.

    Apple receives an award for “highest in overall satisfaction.”

    JD Power then contacts Apple’s biggest competitor (Samsung) to inform them that Apple has received this reward.

    JDPA to Samsung: Gosh, look at that. Apple won an award for a survey that shows their products are clearly superior to yours. Be a shame if this were to get out to the press, wouldn’t it? Maybe we should do a second survey…

    Samsung pays JDPA $100,000 for a second “information survey” which, lo and behold, shows that Samsung’s products are superior in surveys conducted with consumers.

    Here’s “Volume 2” of the “Tablet Satisfaction Survey”:


    As you can see, in this “volume” of the survey, Samsung comes out ahead and receives the JD Power Highest in Overall Satisfaction award:


    • herb02135go - 9 years ago

      It’s a company that is paid for its research AND for permission to use its “honors”.

      I’d trust Consumer Reports over JDP.

    • axecop - 9 years ago

      Except when Samsung came out ‘ahead’ it lost out to Apple in every category except price and still ‘won’. It was hilarious.

      • herb02135go - 9 years ago

        You seem easily amused.

        Customer satisfaction is obviously subjective.
        Buyer’s remorse counts for a lot. And if a person pays the Apple Tax on a tablet that does less then they might regret their purchase.


Avatar for Jordan Kahn Jordan Kahn

Jordan writes about all things Apple as Senior Editor of 9to5Mac, & contributes to 9to5Google, 9to5Toys, & Electrek.co. He also co-authors 9to5Mac’s Logic Pros series.