Smartphone Satisfaction Remains High
Consumers are still pleased with their smartphones, even as they become more popular.
According to the latest J.D. Power Smartphone Satisfaction Study, average satisfaction from consumers for their smartphones has increased since 2012. On a 1,000-point scale, average satisfaction is 796, up 22 points from the previous year. According to the firm, the improvement is likely due to more features and services being offered and integrated into the overall experience.
“With all of the advancement (with smartphones), it’s kind of cool to see consumers responding,” Kirk Parsons, senior director of telecommunications services, at J.D. Power, tells Marketing Daily. “In other categories, you see improvement, and it levels off.”
Apple continues to lead all smartphone manufacturers in overall customer satisfaction, with a score of 855 (with high marks for design and ease of operation). This marks the ninth consecutive time Apple has led the rankings in the semi-annual studies. Nokia (795), Samsung (793), Motorola (792), HTC (790), LG (744) and RIM (732), followed Apple in descending order.
“The gap has somewhat widened for Apple,” Parsons says. “The one that was close in the past was HTC, and they haven’t kept up with the innovations and launches [of the other brands].”
Among traditional cell phone customers, satisfaction rates have remained the same for the past two years, Parsons says. Moreover, among the 42% of traditional handset owners who said they planned to buy a new phone in the next year, three-quarters of them said they planned to upgrade to a smartphone. Among the traditional phones, LG ranked the highest, with a satisfaction score of 719. Nokia followed with a score of 714, followed by Sanyo (702) and Samsung (698).
“I don’t think we’ll get to a point [where all consumers have] all smartphones,” Parsons says, about the decreasing market for feature phones. “There will still be people who don’t need all the bells and whistles.”