iPad Gets Gold Medal in Customer Satisfaction

When it comes to customer satisfaction, the iPad narrowly beat out the Kindle Fire as the top tablet on the market, according to a new survey.

Market research group comScore — which conducted a three-month study among 6,000 U.S. tablet owners to learn more about their habits and preferences — found that on a scale of one to 10, the iPad ranked 8.8, barely beating the Amazon competitor with a score of 8.7.

But the Kindle Fire blew away other tablets running Android’s mobile operating system, which averaged a score of 8.2.

Among the top reasons of selecting an iPad over competitors were the iOS app selection as well as Apple’s brand name. Kindle Fire owners said price was the most important factor in their decision-making process, followed by app selection.

 Citing app selection as a factor in choosing the Kindle Fire is a little contradictory since Amazon’s store doesn’t have the same broad selection of apps as in the main Google Play market. However, some of those apps and services are only available on the Kindle Fire — likely what the customers meant.

The study also unearthed some key data about demographics. iPad owners were more likely to be male (52.9%), slightly younger (44.5% under the age of 35) and wealthier (46.3% residing in households with an income of $100k or greater) compared to an average tablet user.

Meanwhile, about 56.6% of the Kindle Fire’s audience is female and less likely (33.3%) to live in a household with an income over $100,000.

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