Microsoft Surface Beats iPad in Design, Productivity, and Accessory Use in New J.D. Power Study

Discussion in ' News Discussion' started by MacRumors, Apr 6, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    The Microsoft Surface has been ranked the highest in overall consumer satisfaction, and six points above Apple's iPad in second place, according to J.D. Power's 2017 U.S. Tablet Satisfaction Study. This marks the first top spot win for Microsoft in all six years that J.D. Power has published the Tablet Satisfaction Study, with the company earning a total 855 satisfaction score out of a potential 1,000 points.

    The J.D. Power U.S. Tablet Satisfaction Study measures customer satisfaction in the tablet market by looking at five areas: performance (28 percent); ease of operation (22 percent); features (22 percent); styling and design (17 percent); and cost (11 percent). The study accounts for 2,238 tablet owners who have owned their current device for less than one year, with participants being questioned between October and December 2016.

    With these rankings, Microsoft has received the designation as "among the best" on the market, while Apple at 849 points is "better than most."


    According to J.D. Power, Microsoft's win this year "is largely due to its top rankings in the features and styling & design factors." The company earned top marks in categories related to the variety of pre-loaded applications, internet connectivity, and availability of manufacturer-supported accessories. This last category highlights the Surface's versatility, according to consumers, who reportedly "have the highest incidences of accessory use" with Microsoft Surface when compared to competitors.

    Specifically, the Microsoft Surface's stylus saw a 48 percent usage rate in comparison to 27 percent of the industry average, while the tablet's add-on keyboard had a 51 percent usage rate in comparison to just a 14 percent industry average. Rounding out the Surface's pros were its variety of input/output ports (like a microSD card slot, USB 3.0, and 3.5mm headphone jack) and amount of internal storage available.
    Microsoft also beat Apple in areas like the size of the tablet, quality of materials used, and attractiveness of tablet design. Microsoft's customers who are using the Surface Pro line of tablets are said to largely be early adopters (51 percent), younger than the customers of its competitors, and "more likely to consider productivity features as important." Microsoft customers tend to list productivity-related tasks as "very important" in comparison to industry average, like emailing, word processing, and banking.


    Overall, J.D. Power found that customer satisfaction with their tablets is rising, with the study average sitting at 841 and increasing 21 index points from the six-months-ago iteration of the study. Customers are also tending to choose large screens, with satisfaction at 869 points for customers with screens measuring 10 inches or more, 850 points for screens 8-10 inches or more, and 824 for screens less than 8 inches.

    More key findings include:

    Driving the selection process: Lower price and past experience are the most commonly cited reasons for tablet selection among customers (22% each). Reputation is next at 19%.
    Data plans increase satisfaction: Nearly one-third (32%) of customers have a data plan with their tablet. Overall satisfaction among customers with a data plan is 863 vs. 834 among those without such a plan.

    Apple has moved up and down J.D. Power's Tablet Satisfaction Study throughout the years, earning the top spot on some iterations of the study, while falling back down a few months later in others. Previous first place holders include Amazon and its Fire Tablets, as well as Samsung. When it's on top, Apple has used J.D. Power's ratings in numerous web campaigns in the past.

    Article Link: Microsoft Surface Beats iPad in Design, Productivity, and Accessory Use in New J.D. Power Study
  2. Crosscreek macrumors 68030


    Nov 19, 2013
    Not surprising. runs a full desktop OS.
  3. profets macrumors 601

    Mar 18, 2009
  4. hawkeye_a macrumors 65816


    Jun 27, 2016
  5. bennyf macrumors regular


    Mar 29, 2011
    Not surprised by Microsoft's win here.

    Am surprised that Samsung is almost tied with Apple. Have been sorely disappointed with every Samsung tablet I've ever tried.
  6. Ds6778 macrumors 6502a


    Sep 9, 2016
    Hows that iPad "Pro" Tim? Maybe one more stupid commercial?
  7. Keniutek macrumors 6502


    Oct 6, 2011
    It is better, an awesome little "machine". My wife uses one and she absolutely loves it (and she was a life long apple user). If they fit a better battery in the new one, im getting one myself. Windows is actually not that bad anymore...
    <Ducks for cover>
  8. rlavelock macrumors newbie


    Apr 6, 2017
    This strong competition from Microsoft is great. It should inspire Apple to improve their products. They have had little motivation for too long.
  9. JohnStrass macrumors regular

    Jul 17, 2002
    Miami, USA
    Simple. The surface uses MS office "normal" software. Apple still has trouble mixing the iOS version of its software for productivity. In addition, yo have to in large part "learn" the iOS form the beginning, whereas the surface is already pretty intuitive for a windows user.
  10. MacLawyer macrumors demi-god


    Aug 1, 2009
    Hate to say it. It's a better device. Hate the OS, though.
  11. brentsg macrumors 68040

    Oct 15, 2008
    I didn't get along with Surface. Aside from the early Skylake bugs, a lot of my favorite tablet apps didn't exist, as they forced the use of the web version. It sucked in that regard.
  12. M.PaulCezanne macrumors 6502a


    Mar 5, 2014
    This is a bit of a thorn for Apple and they know it.
  13. longofest Editor emeritus


    Jul 10, 2003
    Falls Church, VA
    Not surprising. My wife currently uses an iPad as her main device, but constantly has to switch back to the mac to do bigger word processing, etc. She really wants one device to rule it all.

    We are looking at a Surface for her next machine. The way it seamlessly blends both multi-touch and pointer-based UI is really appealing to her - and me tbh.

    I wish Apple would get off its high horse and recognize that maybe in Apple's purist sense they don't like mixing a touch OS with a pointer OS, but users want that. Enough with the Henry Ford analogies... these products have been on the market for a long time, so in this case, the customers DO know what they want. They are choosing what Microsoft is giving them rather than what Apple isn't.
  14. MrGimper macrumors 603


    Sep 22, 2012
    Andover, UK
    It should, but it hasn't, and it won't .... unfortunately.
  15. Sasparilla, Apr 6, 2017
    Last edited: Apr 6, 2017

    Sasparilla macrumors 65816

    Jul 6, 2012
    This is nice for the Microsoft hardware folks. They are nice looking, capable machines no matter how much Coach Belichick throws them and Microsoft did a great job with them (outside of the user monitoring Operating System - here are the basic level monitoring parameters after they were cut in half when the Europeans forced Microsoft to release them, see how many page downs you do before your eyes glaze over).

    I still wouldn't want one, but I know they did a good job here - and anything to push Apple along a little is a good thing too. JMHO...
  16. now i see it macrumors 68040

    Jan 2, 2002
    Apple's approach is the sell you 2 devices: A MacBook & an iPad.

    If I could only own one computing device, obviously it wouldn't be a Fisher Price iPad. Clearly the Surface is a more powerful computer. Duh.
  17. FSMBP macrumors 68020


    Jan 22, 2009
    I love my iPad (browse the web, Netflix, etc...) but anything outside of that, I go to my Mac. The iPad is gimped by iOS. I know Apple's mentality is to make iOS simple but as years go on, there will be more tech-savvy people; the old generation who never used computers will be going away.

    Prime example of gimping: viewing files. I don't want Finder on my iPad but I hate how files live in apps in iOS. For example, I have documents created in Pages and in Word. Why can't I just see all my documents in one view? Or if I delete Pages, I will lose all my Pages' documents (unless I move them one by one).
  18. jumanji macrumors regular

    Sep 12, 2003
    Austin, TX
    i'm going to agree with the majority on here; this is not surprising. the surface book in particular is an awesome device. they evolved and they have a superior product right now. i'd like to see Apple answer. someone mentioned it above. it is a desktop os which was a mistake on phones but works on tablets. it is much easier to use word and excel on a surface pro or surface book than an ipad. a file explorer alone is big. it's not easy to move files around on an ipad. using a cloud drive helps but it just seems unnecessary at times.
  19. ILuvEggplant Suspended


    Jul 28, 2016
    Los Angeles, CA
    Well duh!

    The iPad after many years is still just a big iPhone!

    Innovate the iOS then you'll have my $ Apple.
  20. cardfan macrumors 68000

    Mar 23, 2012
  21. gaximus macrumors 6502a

    Oct 11, 2011
    When Steve left Apple the first time they started creating to many product lines, instead of making a few but great products. This it happening all over again.
  22. Blu-ray1972 macrumors member


    Feb 1, 2013
    As someone who just switched to iPad Pro 12.9 from Windows 10 tablet I would have to say, nope, not so in my opinion.

    It is nice to run a full desktop but it doesn't work right switching between desktop and tablet modes. Also it slows down horribly over time as Windows tends to do as it gets more and more bloated. Some models have really noisy fans that turn on. The iPad pro does not have a fan. I was in a meeting with someone who was using one and the fan turned on. It was difficult to hear in the meeting from time to time because of the fan. It was a serious distraction.

    Yes, having a desktop and tablet combined is nice, however the drawbacks is Windows 10. It's a hot mess.
  23. TxExCxH macrumors regular


    May 16, 2014
    I love how Phil said "you can't design for both touch and pointer devices." I have a Surface Pro 4 and it's way better than any iPad I ever owned.
  24. jeremiah256 macrumors 65816


    Aug 2, 2008
    Southern California
    Which devices were compared? All models of Surface vs all iPads?
  25. macsrcool1234 macrumors 65816

    Oct 7, 2010
    Are you still stuck in 1990?

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467 April 6, 2017