Consumers love their tablets, study shows, favor iPad, Kindle Fire

By on August 7, 2012, 5:30 PM

Analytics firm comScore has released the results of a three-month TabLens survey which aimed to discover more insight about tablet owners and what they like. The firm draws a number of conclusions from its results, but most notably it finds that tablet owners are pretty darn satisfied with their touchscreen-toting slabs.

The survey was conducted amongst 6,000 individuals in the United States, collecting demographics, content consumption and device ownership statistics. The data reveals that the highest concentration of tablet owners are between 25 and 34 years of age.

comScore found that Apple's iPad is the most popular device, a conclusion which supports recent market analysis. iPad owners skew slightly toward younger, wealthier males. By contrast, Amazon's Kindle Fire appears to cater more to a slightly more female, lower-income audience.

Demographic analysis of tablet audiences by platform revealed distinct differences across iPad, Android and Kindle Fire audiences (Note: For the purpose of this study, Kindle Fire was excluded from the Android tablet total and analyzed separately). iPad owners skewed male (52.9 percent), slightly younger (44.5 percent under the age of 35) and wealthier (46.3 percent residing in households with income of $100k or greater) compared to an average tablet user during the three-month average period ending June 2012.

Source: comscore.com

iPad owners were the most satisfied with their tablets -- just barely edging out Amazon's Kindle Fire -- and averaged higher "consideration factors" than all other tablets in nearly every area measured. Polling data included app selection, multimedia capabilities, operating system, brand-name recognition, recommendations and social networking features.

Unsurprisingly, the one area iPads fell short in? Cost.

With that in mind, the Kindle Fire easily bested the iPad in terms of value. The inexpensive, bare-bones tablet also handily surpassed other Android devices in a number of metrics, including overall satisfaction. It's worth noting the Kindle Fire was ranked separately from other Android devices though, due to its different nature. The Kindle Fire features a heavily customized interface, places a strong emphasis on eReading and is designed for Amazon's curated app market. 

Curiously, Amazon's curated app selection scored higher than other Android-based devices which have access to the entire Google Play market -- this emphasizes the subjective nature of the survey.

Like it or not, tablets have been steadily displacing Netbooks -- and even laptops -- as the preferred ultra-portable solution for a growing minority of consumers. Industry analytics firm Forrester Research even believes tablets will rule the future of portable computing as early as 2016 while a staggering 90 percent of Americans admit they want a tablet.

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