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Mobile Users More Satisfied With Tablets Than Smartphones

August 14, 2012

Overall, mobile users appear to be more satisfied with their tablets than their smartphones, with Apple's iPad ranking highest in tablet consumer satisfaction (scoring 8.8 on a scale of 1 to 10), just edging out Amazon's Kindle Fire (at 8.7), according to data from comScore's newly launched TabLens service.

Among owners of tablets and smartphones, the Kindle Fire is the highest-ranking Android tablet in the survey, with all other Android tablets together garnering an average score of 8.2.

Overall, tablet owners are highly satisfied with their respective devices, with the average satisfaction rating reaching 8.6, compared with 8.1 for smartphones.

Below, additional findings from comScore TabLens and MobiLens, based on data collected for the three-month period ended June 2012.

Demographic Composition of Tablet Owners

iPad owners skew male (52.9%), slightly younger (44.5% are under age 35) and wealthier: 46.3% live in households with annual incomes of $100,000 or greater, compared with 38.4% for tablet users. 

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  • by Rishi Tue Aug 14, 2012 via web

    I would just like to point out that many people who choose Android tablets over iPads are "alternative" tablet adopters. These Android users are in a younger age segment because they are early adopters who don't necessarily consider "ease of use" as a top priority in a tablet (unlike older age segments). They prefer devices loaded with features (better camera, faster processor, etc.) instead. When developing your website to be used on tablet devices, consider which age segment your target user fits into and develop for the type of device they carry with them. For more mobile cheat sheets including "10 Tips for Mobile Usability", check out or tips and tricks at

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