Apple edges out Microsoft for the top spot on J.D. Power's 2016 Tablet Satisfaction Study

It was a real dogfight to determine which manufacturer would win the J.D. Power Tablet Satisfaction Study for 2016, Volume 1. At the end of the day, it was Apple on top with a score of 830 and a full five Power Circles. Microsoft finished second, just one point behind Apple with a tally of 829. Like Apple, Microsoft received all five Power Circle points.

Only two other manufacturers scored above the survey average of 816. Those two were Samsung (822, four Power Circle points) and Amazon (816, three Power Circle points). Four manufacturers came in under average:  HP (809, three Power Circle points), LG (794, two Power Circle points), Acer (789, two Power Circle points) and Asus (785, two Power Circle points).

J.D. Power ranks the satisfaction rate of tablet manufacturers by examining five different factors. Customer satisfaction with the performance of the tablet is 28% of the score. That is followed by customer satisfaction over the ease of a tablet's operation (22%). The remaining three factors are features (22%), styling and design (17%) and cost (11%). Apple ranked higher than average in all of these sectors except for cost. Microsoft scored high in the features and styling and design categories, while Samsung scored above average in styling and design.

Interestingly, with a score of 827, hybrid slates scored 11 points higher on average for customer satisfaction than non-hybrid tablets. That is because these devices can have a physical QWERTY attached allowing them to function as both a notebook or tablet. Other interesting tidbits from the survey revealed that users of a tablet made by a high-scoring brand tend to stick with that brand for their next tablet purchase. Of those whose previous tablet was an iPad, 80% replaced their older model with another iPad. Samsung, with a repurchase rate of 57%, was next.

Overall average tablet satisfaction of 816 was two points higher than the last such study (2015 Tablet Satisfaction Study-Volume 2), which is now six months old.


source: J.D.Powers via MSPoweruser