The survey found Apple scores particularly well in performance and ease of operation, while Samsung improved across all five factors measured by J.D. Power and ranked particularly well on cost. The survey found that 50% of consumers get recommendations from family and friends for tablets, while 49% peruse a manufacturer's website for information.
Apple has used J.D. Power rankings numerous times in its marketing surveys in the past.
"Whether consumers prefer the online channel for competitive pricing compared with the tactile retail store experience, effectively matching owner needs with the appropriate tablet model during the purchase process goes a long way in positively influencing overall satisfaction," said Kirk Parsons, senior director of telecommunications services at J.D. Power.
The 2013 U.S. Tablet Satisfaction Study--Volume 2 is based on experiences evaluated by 3,375 tablet owners who have owned their current device for less than one year. The study was fielded between March and August 2013. The study measures satisfaction across five key factors (in order of importance): performance (26%); ease of operation (22%); styling and design (19%); features (17%); and cost (16%).