comScore: 2012 US Tablet User Survey: Fire is more popular than others, iPad has the highest satisfaction

Since the iPad was launched, the tablet market has started to flourish. Samsung in the Android camp has begun to catch up, Kindle Fire has set a precedent for low-priced tablets, and Google has also teamed up with Asus to quickly follow up. With more and more choices on the market, the factors that consumers consider when buying tablets are becoming more and more important.

comScore announced the launch of the TabLens project today and released a survey report on the US tablet market. The survey subjects were 6,000 US tablet users aged 13 and above, and the survey lasted for 3 months. This report covers the gender, age, and income distribution of tablet users, tablet purchase factors, and consumer satisfaction. The "tablet" in this report refers to tablet devices with a touch screen of more than 7 inches, excluding single-function e-book devices such as Kindle.

• Tablet users are evenly split between men and women, while smartphone users are slightly more likely to be male than female.
• Among iPad and Android tablet (excluding Kindle Fire) users, the proportion of male users slightly exceeds that of female users.
• Interestingly, the proportion of female users of Kindle Fire is 56.6%, while the proportion of male users is only 43.4%. This may be related to the fact that women are more cost-conscious.
• The main age distribution group is between 25 and 44 years old, accounting for 44.8%; if the age group between 45 and 54 years old is included, the proportion reaches 62.9%.
• Most people who buy tablets have higher incomes, with 38.4% of them having an annual household income of more than $100,000. This is even more obvious among iPad users, with the proportion as high as 46.3%.

From the Tablet PC Purchase Factors ...

• Users who purchase iPads pay more attention to brand, operating system and application diversity.
• People who buy Android tablets, including the Kindle Fire, primarily consider price.
• People don't really care about using different operating systems on their smartphones and tablets.
• Multimedia functions are an important feature of tablet computers, while social networking functions are not very important.
• People are more likely to accept the advice of their family and friends than the opinions of a salesperson.

User satisfaction with tablets is generally high, but this is mainly due to the iPad and Kindle Fire.

• The iPad's satisfaction score is 8.8 points, which is related to its high quality, uniqueness, and playability despite its high price.
• Kindle Fire was able to get a high score of 8.7, largely due to its low price of $199 and rich content selection.
• Other Android tablets only scored a relatively low 8.2 points, indicating that they cannot satisfy users in terms of the trade-off between price and quality. Can the emergence of Nexus 7 improve this situation?

via: //www.ifanr.com/130895