SOURCE: Maritz Research

Maritz Research

October 11, 2012 08:30 ET

Maritz Research Tablet Re-Contact Study Reveals Satisfaction Levels Among Purchasers

Research Identifies Opportunities to Improve User Experience

ST. LOUIS, MO--(Marketwire - Oct 11, 2012) -

  • Business-productive users are more satisfied with their tablet purchases than entertainment-centric users.
  • Overall satisfaction is highest among iPad and Kindle Fire users.
  • Impulse buyers were less satisfied than those who made planned purchases, even among iPad users.

Today, Maritz Research announces additional results from its Holiday Tablet Poll Re-contact Study, done using DecisionVue 360™, the only custom research analysis product to take the guesswork out of how customers purchase a product or service, or move on to a competitor. The Maritz study reveals that among five tablet usage segments, business-productive tablet users tend to be more satisfied, while entertainment-centric users are the least satisfied. Both of these groups represent significant opportunity for this fall with the plethora of new tablets coming on the market. The study also confirms that impulse purchasers are less satisfied than those making a planned tablet purchase.

The business-productive and entertainment-centric segments highlight the ways tablet manufacturers can impact the tablet market. The business-productive users are using their tablets for the broadest range of activities including both personal and business applications. Even though they are happier than the entertainment-centric users, the study reveals they are still thirsty for additional functionality to perform business tasks. Business activities such as Microsoft Office and other content creation applications are a real desire for these consumers. Entertainment-centric users get low use from their devices because they use them for only a narrow set of applications. Improving the entertainment experience will encourage users in this segment to expand usage and eventually use the device for more activities.

Business-productive Users More Satisfied Than Entertainment-centric Users 
When comparing all activities done on the top tablets (Apple iPad, Kindle Fire and Samsung Galaxy Tab as the top three), entertainment-centric (21 percent) tablet users outnumber business-productive (18 percent) tablet users, yet business-productive users are happier with their tablet purchases.

"Initially, entertainment-related activities were a primary reason to purchase a tablet, but our study reveals consumers want to use their devices for a broad range of activities," said Michael Allenson, senior strategic consulting director of the Technology/Telecom Research Group at Maritz Research. "Many consumers would like tablets to become more of a primary business computing tool. The new generation of tablets with improved mobility, keyboards and power for intensive applications will likely address this demand and be a catalyst for even higher utility."

The other three top tablet activity segments were identified as staying informed/in-touch (27 percent), reading (22 percent), and productive personal use (12 percent). 

  • Staying informed/in-touch - use tablets for sending and receiving email, general information searches, checking the news and staying up on current events, shopping for goods and services (including comparing products) and visiting social networks and community sites.
  • Reading - use tablets for reading ebooks and stories, magazines or other periodicals.
  • Productive personal - use tablets for sending/receiving instant messages, photos, managing personal finances, tweeting and directions/navigation.

Impulse Buyers Less Satisfied With Their Purchases
Overall satisfaction with tablets is high, particularly with owners of the Apple iPad and Amazon Kindle Fire, compared to the Samsung Galaxy Tab and all other tablet brands combined. However, the study shows those who made planned tablet purchases are more satisfied than those who made impulse purchases, even among iPad owners. 

  • Strong growth in the market is further enhanced by a large contingent of impulse buyers who unexpectedly decided to make a purchase. Seventy-six percent of these buyers had not expected to purchase a tablet for at least a year.
  • New products such as the Kindle Fire and iPad 3 helped drive new entrants. Impulse buyers spent less money on their tablets, with 4 in 10 purchasing a tablet less than $250.
  • Impulse buyers download fewer apps and use their tablet for fewer activities, and hence are less satisfied. They need more engagement to get value out of their device.
  • Satisfaction numbers will continue to evolve as consumers become more familiar with their devices and as applications continue to expand, increasing the tablet's appeal.
  • Inexperienced buyers need more support at the point of sale to familiarize them with tablet capabilities and to ramp up usage.

Study Methodology
The summer 2012 study, featuring 1,347 total interviews, is a follow-up to the Maritz Holiday Tablet Poll conducted in November 2011 and includes re-contact with tablet intenders from November, as well as consumers who did not have plans to purchase in the next six months, at that time. The study was done through Maritz Research's DecisionVue 360™ research analysis product. Maritz Research recommends follow-up studies to validate original predicted behavior. For more information on the study, go to

About DecisionVue 360™
Maritz Research's DecisionVue 360 is the only custom research analysis product to take the guesswork out of how customers purchase a product or service, or move on to a competitor. It is the only research product on the market to use brand rejection analysis -- providing insights into what factors cause a brand to be eliminated from consideration as well as when and why it is eliminated in different parts of the decision lifecycle process. DecisionVue 360 is not retrospective or recall-based; instead, it utilizes a proprietary cohort analysis design that measures user engagement over time. It is a patent-pending solution that can be used by marketers in a wide variety of industries, including technology, cable and telecommunications, retail, automotive, hospitality, restaurant, and insurance, among others.

For more on DecisionVue 360, visit

About Maritz Research
As one of the world's largest marketing research firms, Maritz Research, a unit of Maritz, helps many of today's most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, and MRA. Check out the Maritz Research blog at

For more information, visit or call 877-4MARITZ

Contact Information

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