Patrick Michaud

Survey Tells All as to why the iPad is Champ ( 11 Comments)

Apple’s iPad, despite all of the other tablets popping up by the dozen and gains made by Android devices like the Amazon Kindle Fire, is still the tablet market leader in terms of sales. A recent survey of tablet user satisfaction suggests that the iPad is well-poised to maintain the lead.


The iPad is a great device, according to a survey report executed by ChangeWave, customer satisfaction is through the roof. Meanwhile, Amazon’s Kindle barely exceeds the satisfaction of all the all late-comer tablets in the market.
According to the survey, Seventy-four percent of survey respondents said they were “Very Satisfied” with the device in a survey that took place earlier in November, while just fifty-four percent of survey respondents said that were “Very Satisfied” with the Kindle Fire in a January survey.
All the other tablet devices’ Very Satisfied average scores combined made up 49 percent so why is there a 20 point gap between the Apple iPad and the Kindle Fire?
According to ChangeWave, it all came down to the fact that many users felt that the Kindle was missing some features.

The survey respondents’ major dislikes that were listed for the Kindle Fire included the lack of a hardware volume rocker, absence of a camera, insufficient battery life, a lack of cellular (2G, 3G etc.) connectivity and the size of the Fire’s app library. The most liked features of the Kindle Fire among owners were its screen features and its price tag.
Apple’s is clearly focused on post-purchase user experience. They have won the admiration of users with the features that you just wouldn’t find out about pre-purchase, so that is an obvious winner for Apple. Amazon’s focus seems set on offering a low-cost device and this ultimately leaves customers feeling like there is something missing.

This strategy has worked well in the short term, or so it appears. Amazon may have shipped as many as 6 million Kindle Fires during the last quarter of 2011, one analyst said earlier this week, but in the long term, Apple, back in December, may have been precise in suggesting that strong Kindle Fire tablet demand might benefit iPad in the long term, eventually boosting sales.

If you consider the fact that the features tablet users indicated a desire for in expressing their dissatisfaction with the Kindle Fire are all the features that the iPad currently offers, then you will see that there is a clear path of where to get what they want out of a tablet that is already up for sale.
If Apple decides to keep the iPad 2 as their secondary choice offering when it unveils the iPad 3 , they will make it lower in cost to maintain the image of newer is better and this will result in taking over the Kindle Fire’s No.1 selling feature. That will mean the Kindle Fire will not have any advantages over the iPad, both cost-wise and when it comes to hardware features.


On the other hand, if Amazon were to address those deficiencies in future versions of the Kindle Fire and do so in a cost-effective way, they may be able to have a force behind them in the tablet market.
But we can see now that Apple will continue to push the innovative and experimental envelope for a while, and so far in to this pioneering of the tablets, whatever it provides seems to set the bar and become the standard in terms of tablet buyer expectations.  Please customers are loyal customers – as ChangeWave says, it is found that satisfaction is strongly tied to future sales, so Apple’s big lead here is definitely a big measure of success.

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