Apple iPad barely beats out the Amazon Kindle Fire for the highest customer satisfaction

Apple iPad barely beats out the Amazon Kindle Fire for the highest customer satisfaction
How satisfied are U.S. tablet owners with their current device? Analytics company comScore decided to find out and surveyed 6,000 current tablet owners aged 13 or higher in the States. What the data shows is that most Apple iPad owners are men while Amazon Kindle Fire users are mostly female. 56.6% of those who own the 7 inch, low priced tablet are Female while men account for 43.4% of Kindle Fire owners. On the other hand, 52.9% of Apple iPhone owners are male with the females making up 47.1% of those sporting Apple's tablet. The ownership of Android tablets (not including the Amazon Kindle Fire, of course) was more evenly divided with 50.9% of owners being men and 49.1% female.

The preference of women to favor the Amazon Kindle Fire might have more to do with Amazon being a site for shopping than for any special reason with the tablet itself. Amazon's ads for its tablet usually show a female hand holding the device. When it comes down to money, it might not be a surprise that those with more of it prefer the Apple iPad. 43.6% of iPad users make $100,000 or more while that applies to just one-third of Amazon Kindle Fire users and 32.5% of owners of an Android tablet.

Why do people select the specific tablet that they bought? Apple iPad users say that the huge number of apps is the biggest reason followed closely by the brand name of the tablet. The Amazon Kindle Fire gets its buyers from its pricing, which also is the number one reason why buyers selected an Android tablet. The survey showed that among buyers of each of the three kinds of tablets in the survey, the fewest number of buyers picked the tablet they purchased from a recommendation made by a sales rep.

Finally, on a 10 point scale, tablet owners were asked how satisfied they were with their tablet. The Apple iPad finished first with a score of 8.8, followed by the 8.7 score for the Amazon Kindle Fire and the 8.1 tally from Android Tablet owners. The data consisted of the average score of the last three months ended in June. Using a three month average prevents an unusual month from having too much of an influence on the results.

source: TechCrunch

Related phones

Kindle Fire
  • Display 7.0" 1024 x 600 pixels
  • Processor TI OMAP4, Dual-core, 1000 MHz
  • Storage 8 GB
iPad 3
  • Display 9.7" 2048 x 1536 pixels
  • Camera 5 MP / 0.3 MP VGA front
  • Processor Apple A5X, Dual-core, 1000 MHz
  • Storage 64 GB
  • Battery 11560 mAh



1. 09wbd03516

Posts: 140; Member since: May 30, 2012

I thought kindle fire is for school kids, anyway you lost! Apple!

9. darkkjedii

Posts: 31605; Member since: Feb 05, 2011

How did apple lose when they won the poll, and sell the most in general lol. Stupid apple hating android users crack me up.

2. pikapowerize

Posts: 1869; Member since: May 03, 2012

oh... so people with kindle fire mostly use it for e reading only.. wow... apple i think you're shaking ur market in tablet area already!!!

3. ncv144

Posts: 126; Member since: May 04, 2012

In my house we have something from every company: asus/hp/compaq/acer laptops, kindle/samsung/blackberry tablets, blackberry/samsung phones, and an ipod, so we have something of everything, except macs. (yes we have lots of tech).

7. imgod

Posts: 13; Member since: Feb 12, 2012

What's your point? I didnt find anything relevant to this topic.

10. darkkjedii

Posts: 31605; Member since: Feb 05, 2011

That's the way to go. I have apple, android, Acer, and samsung in mine.

4. pegasso

Posts: 285; Member since: Nov 27, 2011

so, when will apple start suing amazon kindle fire?

6. Jay_F

Posts: 236; Member since: Nov 29, 2011

Maybe when it comes anywhere close to being a competitor to Apple in the tablet market.

11. darkkjedii

Posts: 31605; Member since: Feb 05, 2011

Nice one jay_f

5. nwright94 unregistered

I have a kindle fire and iPad, got sick of the stock amazon UI and rooted. I'm now on jelly bean jandycane and it's so much better. It's truly a great device, but for me it's not much more than a hacking toy haha.

8. IamYourFather6657

Posts: 321; Member since: Jul 01, 2012

"Finally, on a 10 point scale, tablet owners were asked how satisfied they were with their tablet . the 8.1 tally from Android Tablet owners . " only 8.1 , the lowest of the bunch , all thanks to touchwiz for tablet and original galaxy tab that is stuck in gingerbread

13. matrix_neo

Posts: 334; Member since: Nov 03, 2011

Good for amazon, maybe next year it will close the gap of ipad's market share. Rumors of more android tablets are going to come out this year or early next year, hi spec and rich content tablet, ipad might loss some of it's market share.

19. Jay_F

Posts: 236; Member since: Nov 29, 2011

Flooding the market isn't doing the trick for OEM's. How many Tegra 3 tablets are out there alone? There are already 100's of tablets out there whose specs aren't really that bad, but if you want to play the premium game, then they're all going to start costing upwards of $400 instead of the $100-300 they're sitting at now.

14. chemhaz

Posts: 161; Member since: May 04, 2012

Interesting, the more dollars people have the less sense. iPad sales are highest in the $100k+ households. The rest are more conscious buyers seeking value for money.

15. AppleRoyally

Posts: 7; Member since: Aug 12, 2012

Kindlefire sells are not bad, but iPad selling and dominating®

22. Iphone4 unregistered

Who got ipad they happy who got kindle they happy simple It depends on people needs.

23. Immolate

Posts: 310; Member since: Jun 17, 2011

The Amazon Kindle Fire isn't a iPad slayer, though it certainly undercut the Apple on price and ate into their market a bit. But the Fire is a proprietary and closed OS for most folks, just like the iPad, and therefore doomed to appeal only to a niche. The Nexus 7, however, and future bargain-priced-but-excellent-spec tablets will expand and realign the market. Instead of buying one tablet for the family at a hefty five-or-six hundred dollar price tag, families will buy a tablet for everyone for between $100 and $200. People understand value, and with Apple you're getting $300 worth of hardware for $500, while with the Nexus you're getting $225 worth of hardware for $200.In the end, the value proposition that Google offers consumers is impossible to overcome. Sure, Apple can come out with a mini with the same cost model that the Nexus uses, but that's buying market share, and its a bad sign when a market dominator starts having to do that.

27. mrochester unregistered

I've never understood the idea that 'proprietary' and 'closed' means a product is somehow destined to become a niche. Microsoft Windows?

28. remixfa

Posts: 14605; Member since: Dec 19, 2008

i wouldnt call it a "niche" but its unlikely that it will ever be the biggest product in the category. Windows is an open system. You may have to buy the licence, but your free to do what you want with it after that. Thats no different than Android. Manufacturers have to pay a fee to google to have google products and Play market on the phone.

24. remixfa

Posts: 14605; Member since: Dec 19, 2008

I love when they do these surveys... lets take this tablet its own categoery.. and this other 1 tablet its own category... and then in the 3rd category we will lump 50 tablets all together. That does not make for a good survey. They need to separate out each tablet by name.

25. ivanko34

Posts: 617; Member since: Sep 04, 2011

Is it possible to display the name of the author right on the main page for instance AF so we could know immediately what not to read Thanks in advance

26. networkdood

Posts: 6330; Member since: Mar 31, 2010

Screw both of these products...Nexus 7 beats them both

29. remixfa

Posts: 14605; Member since: Dec 19, 2008

darn skippy. My wife's N7 is a beast.

31. gallitoking

Posts: 4721; Member since: May 17, 2011

ohhh you speak specs.. because it doesnt beat the ipad in screen resolution , customer service.. build quality, anyways good to hear from Nexus 7 owners...

* Some comments have been hidden, because they don't meet the discussions rules.

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