iPad beats Kindle Fire in Satisfaction Survey
Apple is not just a market leader in terms of tablet sales, but is also sitting comfortably on top of the perch in terms of user satisfaction. A recent survey conducted by ChangeWave confirms this. As part of their research, ChangeWave gave Kindle Fire owners a questionnaire regarding their overall satisfaction and likes and dislikes about the device. Out of a sample size of 254, 54% of Kindle users are Very Satisfied and 38% are Somewhat Satisfied.
While the Kindle satisfaction numbers are a tad better than the rest of the tablets combined (which stands at 49% users being Very Satisfied), they are considerably lower than the iPad satisfaction numbers. Around 74% of iPad users are Very Satisfied according to a survey conducted by ChangeWave in November 2011. 20% difference in satisfaction rating – Apple is continuing to beat the runner-up by a large margin in this category also.
Results of major likes and dislikes of Kindle Fire users should be food for thought for the executives of both Apple and Amazon. 59% of the respondents like the Kindle Fire’s price. Can we hope this will convince Apple to continue iPad2 with a discount after the release of iPad3? 31% of respondents are happy with Kindle Fire’s color screen. Key dislikes among Fire users include absence of volume adjusting button, lack of camera and short battery life. Unavailability of apps and missing 3G/4G connectivity also top the list. Surprisingly only 10% are unhappy with screen size. Does this mean there is definitely a market for tablets at this form factor also? We hope Amazon will try to address these issues in future to continue the momentum generated by Kindle Fire’s sales. Simultaneously it should start focusing on improving the user experience and build efforts on eco-system of apps.
