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Report: People Prefer Tablets Over Smartphones

ComScore's latest survey finds new trends in what the tech-loving consumer really wants.

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Hey, developers and app-makers: A new survey may give you insight into the purchasing behavior of all those tech-savvy consumers out there.

Of the 6,000 tablet-owners surveyed by industry tracker ComScore, a majority said they are "more satisfied" with their tablets than their smartphones—and the iPad in particular rated highest for consumer satisfaction.

On a 10-point scale (10 being highly satisfactory), the average overall satisfaction with tablets came in at 8.6, while smartphones only hit an average of 8.1.

Those who owned iPads had the highest level of satisfaction, while Kindle Fire owners followed closely behind.

ComScore also found that iPad-owners were mostly male, and their purchase was driven because of app selection and the Apple brand.

Kindle Fire owners, on the other hand, skewed female, and placed the greatest weight on the price of the tablet, the survey found.

Surprisingly, respondents did not deem it important to have the same operating system on both their tablet and their smartphone. This is good news for companies that want to focus on one market or the other (like Microsoft, which recently unveiled its iPad competitor).

Other insights:

  • The number of U.S. tablet owners is reportedly split evenly male and female, with the greatest percentage of consumers falling in the 25 to 34 age range.
  • 39% of tablet owners purchase physical goods on their tablet
  • 3 in 5 read books
  • 7 in 10 play games
  • 44% of tablet users access bank accounts; 36% access credit cards
Last updated: Aug 7, 2012




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