11:45 am August 7, 2012, by Christopher Seward
Not only are users more satisfied with their tablets than smartphones, they prefer an Apple iPad over other tablets, according to new research by ComScore.
In a survey of 6,000 users, ComScore found iPad users tended to be male, under age 35 and on the wealthier side with household incomes of more than $100,000. Kindle Fire owners, on the other hand, tended to skew female with lower household incomes.
The Kindle Fire, based on Google’s Android operating system, came in second in owner satisfaction, according to ComScore, followed by other Android tablets.
The top consideration that motivates purchases also differs for iPad and Kindle Fire owners.
For the average tablet owner, the top purchase considerations are selection of apps, followed by price of tablet, brand name and operating system.
For iPad owners, the top consideration is availability of apps, followed by brand name. The top consideration for Kindle Fire owners is price, followed by selection of apps. The base price for an iPad is $499 for a Wi-Fi only 16GB device, compared with $199 for a 16GB Kindle Fire with Wi-Fi.
Operating system wasn’t a top consideration among the tablet or smartphone owners, ComScore found.
Smartphone owners rated overall satisfaction with their device an 8.1 on a 10-point scale, compared with a rating of 8.6 for tablet owners.
It’s widely expected that Apple with release a 7-to-8-inch tablet next month to compete with Google’s Nexus 7 Android device.
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