PCQ User’s Choice Awards 2021: Samsung leads in the WFH era

The pandemic forced employees to work from home and students to learn from home, resulting in a high demand of tablets. The India market witnessed a stellar 77% growth QoQ in Q3 2020

According to CMR’s Tablet PC Market Report Review for Q3 2020, Samsung led the tablet market with 37 per cent market share, dislodging Lenovo for the top spot. This reflects in our User’s Choice survey as well, where Samsung was the clear winner by swiping entire segments, except one.

In our Affinity Index, Samsung scored the highest at 99 per cent and the first runner-up has a huge gap; Apple–68 per cent. The second runner-up Lenovo scored a bit less than Apple–63 per cent, followed by Asus–42 per cent and Dell–41 per cent. The list of top 5 brands was obvious, but we were not expecting this much gap between Samsung and Apple, guessing price is the factor here.

In terms of spontaneous awareness, 93 per cent respondents picked Samsung and 71 per cent Lenovo, leaving Apple at third place with 59 per cent. But in our Spontaneous Awareness, iBall made its presence with a 53 per cent score followed by Asus – 25 per cent.

When asked for their current tablet device’s brand, 48 per cent of respondents are using Samsung, and the rest of the brands have a much smaller market share each. The first runner-up Lenovo has 15 per cent, Apple becomes the second runner-up with only 8 per cent, followed by Asus–7 per cent and Dell–6 per cent. The data shows a huge domination of Samsung in the tablet category.

Once again Samsung dominates for future brand consideration. 60 per cent of consumers are interested in buying Samsung as their next tablet device. For the first runnerup we saw a huge shift, while currently only 8 per cent are using Apple, but in future 41 per cent would consider Apple to buy as their next tablet device. Lenovo was able to retain its second runner-up spot with 29 per cent followed by Asus–12 per cent and iBall–7 per cent.

Let’s move to satisfaction of users with their brands. The first spot is being shared by two brands—Samsung and Apple with a score of 98 per cent each followed by Lenovo—86 per cent, 84—Dell per cent and Asus—82 per cent.

But when it comes to loyalty, Apple users are most loyal. Apple stole the first spot with minor differences compared to Samsung: at 96 and 94 per cent respectively. Dell is also quite close with a score of 92 per cent, followed by Lenovo–62 per cent and Asus–60 per cent.

However, Samsung once again became the winner with a score of 42, when it comes to recommending the brand to your friends and family. Apple scored at 36 and came at first runner-up, followed by Lenovo – 32, Dell – 30, and Asus – 28.

Amazingly, consumers are considering Apple and Samsung for their brand name and after sales support/service. Dell impressed its users with their quality of product.