For a sixth consecutive time, Apple ranked highest among
manufacturers of smartphones in customer satisfaction, according to a
report from JD Power and Associates. Apple achieves a score of 838
points (on a scale of 1,00 points) and performs well in all factors,
particularly in ease of operation and features. HTC (801 points)
follows Apple in the smartphone rankings. Satisfaction with both
smartphones and traditional or “feature” phones is greatly impacted by
the physical design and dimensions of the device, the report found.
Overall satisfaction with smartphones and traditional mobile phones
is considerably higher for devices that are a specific size and weight
and are equipped with the latest technological advancements, such as
high-quality display screens, faster processing speeds, longer battery
life and touch screen capabilities. For example, satisfaction
ratings are highest (8.1 on a 10-point scale) when the weight of the
smartphone device does not exceed 5 ounces.
In order of importance, the key factors of overall satisfaction with
traditional wireless handsets are performance (31 percent), ease of
operation (24 percent), physical design (24 percent), and features (20
percent). For smartphones, the key factors are performance (35
percent), ease of operation (24 percent), features (21 percent) and
physical design (20 percent). Samsung ranked highest in overall
customer satisfaction with traditional handsets with a score of 718,
the report fond. The company performed well in three factors--
performance, ease of operation and features.
In addition, faster processing speeds, higher computer chip bit
rates and the most advanced display screens (such as Super AMOLED vs.
older LCD-based screens) all add significantly to user satisfaction.
Even the number of megapixels found in camera-enabled mobile devices
influences the ownership experience. In general, the higher the number
of megapixels, the higher the satisfaction with camera picture and
video quality. However, devices with at least 5 megapixels achieve
nearly as high a satisfaction score as those smartphones with 8
megapixels or more.
“It’s not unexpected that satisfaction is higher for devices that
have new technological advances or features,” said Kirk Parsons, senior
director of wireless services at J.D. Power and Associates. “Having the
right combination of physical dimensions and operating functions and
features for both smartphones and traditionally equipped devices is key
to creating an exceptional ownership experience with each type of
wireless device.”
The study also found the price of a traditional wireless mobile
phone continues to decline and averages $71 in 2011, compared with an
average of $81 at the beginning of 2009. The decline is primarily due
to discounts provided by handset providers and wireless service
carriers to incentivize sales. Currently, 42 percent of owners report
having received a free mobile phone when subscribing to a wireless
service.
The report also found mobile applications continue to enhance the
smartphone user experience. More than two-thirds of owners say they
have downloaded games and social networking applications to their
device and more than one-half (54 percent) said they have downloaded
entertainment-oriented applications, while 52 percent indicate having
downloaded travel software, such as maps and weather applications.
“This indicates that smartphone owners are continuing to integrate
their device usage into both their business and personal lives,” the
study noted.
The JD Power and Associates 2011 U.S. Wireless Smartphone Customer
Satisfaction Study—Volume 2 and the 2011 U.S. Wireless Traditional
Mobile Phone Satisfaction Study—Volume 2 were based on experiences
reported by 6,898 smartphone owners and 8,775 traditional mobile phone
owners. Both studies were fielded between January and June 2011.
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