Folks concerned about whether their end users will “like” Microsoft’s Surface devices now have documentation that says they need not worry: Microsoft has just been cited as having nearly the highest customer satisfaction ratings for a any tablet vendor – second only to Apple, by a single point.
In the latest J.D. Power 2016 U.S. Tablet Satisfaction Study, Microsoft surpassed most of the field, particularly in the space of features & function for hybrid tablets, which rated 11 points higher than non-hybrid tablets.
To quote the study’s summary:
An increase in usage activity on hybrids is enabled by their ability to function in two core capacities. When using a physical keyboard or a mouse/stylus, customers can use hybrids for work-related activities. When using a touch-screen interface/virtual keyboard, hybrids provide a tablet-like experience for personal use, including sharing content, surfing the Internet and watching movies. Among hybrid tablet owners, usage is higher than among non-hybrid device owners when using Microsoft Office (1.0 hour vs. 0.6 hours for non-hybrids); browsing the Internet (4.5 hours vs. 4.1); using social media (2.4 hours vs. 2.2); and texting/instant messaging (1.1 hours vs. 0.9).
Notably, customers who own hybrid tablets have downloaded more paid apps within the previous 30-day period than those who own non-hybrid tablet devices (2.9 vs. 1.3, respectively). Additionally, owners of hybrid devices have a higher incidence of data plans (33% vs. 28% among non-hybrid owners).
“Increasing the number of activities that can be done on a single device has a positive impact on the overall user experience,” said Kirk Parsons, senior director and technology, media & telecom practice leader at J.D. Power. “Hybrid tablets are raising customer expectations for device performance. Brands with a strong lineup of hybrids are in a favorable position to satisfy the needs of consumers interested in a single device for business computing and entertainment. A satisfying hybrid tablet experience can lead to brand loyalty, recommendations and repurchase intent.”
Read the full summary & download the study here:
- DOWNLOAD: J.D. Powers 2016 US Tablet Satisfaction Study – Vol 1