How Microsoft Corporation (NASDAQ:MSFT) is giving Apple (AAPL) a run for its money in the tablet market

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It has emerged that Microsoft Corporation (NASDAQ:MSFT)’s 2-in-1 Surface devices and Apple Inc. (NASDAQ:AAPL)’s iPads are locked in a dead heat in terms of customer satisfaction. According to a recent survey by J.D. Power, hybrid devices are attracting higher customer rating than legacy tablet devices. Additionally, hybrid devices have been shown to foster more engagement among users.

Although traditional tablet market is being cannibalized by larger screen smartphones called phablets, convertible tablets are winning customer attraction. Perhaps that explains why there has been a sharp increase in the number of hybrid device vendors at a time when legacy tablet sales are shrinking.

Customer satisfaction

For its 2016 U.S. tablet satisfaction survey, J.D. Power studied how customers are rating a host of tablet and tablet convertible brands. In a scale of 0 – 1000, Apple’s iPad received 830 points, just a point above Microsoft Corporation (NASDAQ:MSFT)’s Surface tablets.

Microsoft Corporation (NASDAQ:MSFT)’s hybrid Surface devices can be adjusted to look like a laptop. The Surface devices also come with digital pen support. Apple also recently made the move into the stylus pen space with a digital pen for the iPad Pro. A recent patent award showed that Apple could be working toward a multi-tip stylus pen, a move that could enhance the productivity functionality of iPads.

Who else featured on J.D. Power’s list?

J.D. Power’s list showed that Samsung tablets garnered 822 points out of 1000 for customer satisfaction. Amazon.com, Inc. (NASDAQ:AMZN)’s tablets earned 816 points for customer satisfaction, in-line with the study average of 816. Tablet vendors HP Inc (NYSE:HPQ), LG, Acer and Asus receive customer satisfaction rating below the study average.

Engagement on hybrid devices

Engagement on hybrid devices such as Microsoft Corporation (NASDAQ:MSFT)’s Surface was also noted to be higher than on non-hybrids. For example, usage of Microsoft Office on hybrids averaged 1 hour compared to 0.6 hours for non-hybrids. Internet usage on hybrids also turned up higher at 4.5 hours compared to 4.1 hours on non-convertibles.

Customers are also spending more time on social media on convertible devices at 2.4 hours than 2.2 hours of non-convertibles.

Neha Gupta

Neha Gupta has been in the financial space for over six years now. Gupta earned her MBA degree from Symbiosis Centre of Distance Learning in 2009 and her passion for finance led her to pursue Chartered Financial Analyst (CFA) course. She has successfully completed Level II of her CFA. She is a veteran in article writing, which is depicted in her numerous pieces published on SeekingAlpha, Nextiphonenews, InsiderMonkey, MarketWatch, and Techinsider. Her crisp and eloquent writing finds its best place in Researchcows, where emphasis is given on developing rich content for various websites, products, business plans, trainings, and book writing.

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