alexfreebomxy: Tablets Challenge Personal Computers for Top ...

Published on: 16th Sep 2012

Tablets are transforming the way content is consumed and challenging the usage
patterns for personal computers in the USA, according to J.D. Power and Associates.

The inaugural Tablet Satisfaction Study finds that 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.

Overall satisfaction is 857 (on a 1,000-point scale) among owners who view
three or more hours of video per week on their tablet, which is 45 points higher
than among those who do not. In addition, those who spend three or more hours
viewing video content are more likely to purchase another tablet from their
current manufacturer in the future than are those who do not watch as much video
content (90% vs. 81%, respectively).

?As tablet computing, multimedia, display, and application offerings
continue to evolve, their impact on usage patterns will continue to grow,?
said Dr. Uma S. Jha, senior director of mobile devices at J.D. Power and
Associates. ?Tablets are a force in the marketplace that offer a great
alternative to laptops and netbooks.?

The study measures tablet owner satisfaction among those who have owned their
tablet for less than two years. Satisfaction is measured across five key
factors. In order of importance, they are: performance (26%), ease of operation
(22%), styling and design (19%), features (17%), and price (16%).

Apple ranks highest, achieving a score of 848, and performs well in four
factors: performance; ease of operation; styling and design; and features.
Amazon (841) closely follows Apple in the rankings and performs particularly
well in the price factor.

The study also finds the following key tablet usage patterns and purchase
trends:

Tablet owners who also have a smartphone spend 40 percent more time
browsing the Internet on their tablet than on their smartphone. Similarly,
they spend 56 percent more time using gaming apps on their tablet than on
their smartphone.
One-fourth (25%) of owners indicate they use their tablet for business
purposes.
More than one-third (37%) of tablet owners say they are likely to buy a
new tablet within the next 12 months.
Among tablet owners who are highly satisfied (those rating their device 10
on a 10-point scale), 90 percent say they are likely to purchase additional
consumer electronic devices from the same manufacturer. ?
Three-fourths (75%) of tablet owners indicate they were the sole
decision-maker in purchasing their device.
More than one-half (61%) of owners share their device with at least one
other person.