Amazon Leaps Ahead Of Apple In Tablet Satisfaction Rankings

The iPad might be the best selling tablet in the world, but in terms of customer satisfaction, Amazon tablet owners are the overall happiest with their purchase, according to J.D. Power's 2014 U.S. Tablet Satisfaction Study -- Volume 2. Now in its third year, the study measures customer satisfaction across five categories. In order of importance, they include performance, ease of operation, features, styling and design, and cost.

Ranked on a 1,000-point scale, Amazon for the first time took the top spot with a score 827, and won the ease of operations and cost categories outright. Apple wasn't too far behind with a score of 824, followed by Samsung with a score of 821.

Kindle Fire HDX

Initial cost of ownership helped give Amazon the boost it needed to leap ahead of Apple and win the hearts of customers. Nearly a third -- 32 percent -- of tablet owners indicated that they chose their tablet primarily due to price. While pricing for the iPad has remained unchanged over six generations of tablets, they've still been more expensive than the competition.

That said, the cost of owning a tablet is going down. On average, tablet buyers spend $345 on their slate of choice, a decrease of $48 from the 2013 Volume 1 Study.

"As value-priced tablet brands continue to flood the market, customer attention is turning away from just the price of the device to their perception of the combined value of price, features and performance," said Kirk Parsons, senior director of telecommunications services at J.D. Power. "Tablet brands that continue to successfully convey more value and package more performance at a reasonable price are more likely to satisfy tablet owners and increase loyalty and advocacy for the brand."

Tablet makers should take these rankings and breakdowns to heart. According to J.D. Power, 62 percent of tablet owners who are highly satisfied with the cost of their device said they "definitely will" recommend their tablet manufacturer.