Surface Pro  Microsoft

Since Microsoft launched the Microsoft Surface series of touchscreen Windows personal computers, back in 2012, the tablet scene has changed.

The Redmond giant has been fighting head-to-head with Apple and has finally managed to beat the California-based company in satisfaction levels among tablet users.

Marketing information services company JD Power, has released a study according to which users of the Microsoft Surface tablets are more satisfied than iPad owners. According to JD Power, Microsoft has ranked highest in overall satisfaction “for the first time since the study’s inception.

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With an overall satisfaction score of 855 on a 1.000-point scale among tablet owners, Microsoft Surface users are the most satisfied tablet owners in the United States.

U.S. Tablet Satisfaction Study
According to JD Power, Microsoft has ranked highest in overall satisfaction for the first time since the study’s inception – Image: JD Power

The vice president of JD Power, Jeff Conklin, says in the press release of the study that “The Microsoft Surface platform has expanded what tablets can do, and it sets the bar for customer satisfaction. These tablet devices are just as capable as many laptops, yet they can still function as standard tablets. This versatility is central to their appeal and success.

Tablet size matters

Apparently, the size of a tablet matters greatly when it comes to the overall satisfaction of users. The study by JD Power shows that the average screen diagonal among Microsoft customers is the highest, at 11.8 inches.

Here are the key findings of the 2017 U.S. Tablet Satisfaction Study:

  • Satisfaction is rising: Overall customer satisfaction with tablet devices is 841, an increase of 21 index points from the 2016 U.S. Tablet Satisfaction Study—Volume 2, released six months ago.
  • Driving the selection process: Lower price and past experience are the most commonly cited reasons for tablet selection among customers (22% each). Reputation is next at 19%.
  • Size matters: The average screen diagonal among Microsoft customers is highest, at 11.8 inches. Satisfaction is 869 among customers whose screen diagonal is 10 inches or more vs. 850 among those whose screen diagonal is 8-10 inches and 824 among those whose screen diagonal is less than 8 inches.
  • Data plans increase satisfaction: Nearly one-third (32%) of customers have a data plan with their tablet. Overall satisfaction among customers with a data plan is 863 vs. 834 among those without such a plan.

Variety, connectivity, availability

According to the study, Microsoft ranks highest in three areas: the variety of pre-loaded applications; the internet connectivity; and the availability of manufacturer-supported accessories.

The Microsoft Surface users have the highest frequency of accessory use, which underscores the versatility of a device. These accessories include:

  • A stylus: 48% of Microsoft Surface owners use a stylus, compared to 27% usage by owners of other tablets
  • A physical keyboard: 51% of Microsoft Surface owners use a physical keyboard, compared to 14% usage by owners of other tablets
  • A mouse: 27% of Microsoft Surface owners use a mouse, compared to 6% usage by owners of other tablets

To read the full study, check here.

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