A Kindle Fire tablet computer

Have you bought an iPad, Kindle Fire, Galaxy tab or other tablet computer? Does it measure up to what you wanted? Are you using it regularly?

New data by Maritz Research says 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.

As we’ve said here often at the TechJournal, we think good, accurate voice-control/dictation software could really change the landscape in making tablets useful for business purposes.

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.”

We enjoy our Kindle Fire, but we’re waiting for the next generation of tablets before buying another.

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 buyerswho 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.

Related Stories:

• Kindle Fire HD impresses some, others waiting for iPad Mini
• Consumers won’t pay as much for Android tablets as for an iPad
• What drives consumer tablet purchases? Price? Brand? Apps?
• Apple may have another hit on its hands with iPad Mini
• Consumers want a tablet under the tree this year

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Tags: business users, entertainment users, satisfaction, tablet computers