US & UK Device Satisfaction

US & UK Mobile Device Satisfaction93,825 US mobile users & 52,140 UK mobile usersFebruary 2013

Methodology This is one of the largest studies of device satisfaction, measuring 320,000 mobile and tablet users across the US, UK, France, Germany, Japan and Indonesia. The following slides contain data from 93,825 US and 52,140 UK mobile users, who were asked how satisfied they are with their mobile on a 10 point scale. A follow up device purchasing and usage study of 1,812 US mobile users was also carried out. All questions were asked through a survey users had taken via the mobile Internet, where their mobile device is automatically identified.For more information and tablet data please contact Sarah Quinn: sarah@ondeviceresearch.com +44(0)207 278 6627

Summary• Despite Apple’s success, some Android devices are now commanding higher levels of user satisfaction, with the much anticipated iPhone 5 only ranking fifth in device satisfaction in a study of 93,825 US mobile users, behind four Android powered devices.• In fact US mobile users reported a higher satisfaction with their Motorola’s Atrix device (8.57), an Android powered device at a far lower price point, than Apple iPhone 5 users (8.23).The 4G effect• 4G is having an impact on device satisfaction - the top 5 devices for satisfaction in the US are 4G capable devices, and users with a 4G subscription reported a higher device satisfaction (7.76) than those with no 4G subscription (7.28).• Device satisfaction also impacts how satisfied users are with their mobile network operator, with 4G subscribers more positive towards their mobile operator, than non 4G subscribers. It’s a great opportunity for network operators not only to increase satisfaction, but also revenue and loyalty.UK• In contrast, in the UK where there is only one 4G network operator EE, the iPhone 5 is under less pressure from competitive devices, ranking second in user satisfaction.• However in the study of 52,140 UK mobile users, the HTC One X did score higher (8.47) than Apple’s iPhone 5 (8.21).

Device Satisfaction

On an aggregated level, Apple is top for mobile device satisfaction followedclosely by Google, with Samsung coming much further down the list. Top US Smartphone Manufacturer Satisfaction 93,825 US mobile users Manufacturer Satisfaction Apple 7.72 Google 7.68 Motorola 7.49 HTC 7.40 Nokia 7.40 Sony Ericsson 7.21 ZTE 6.79 LG 6.78 Kyocera 6.71 Alcatel 6.52 Huawei 6.49 RIM 6.26 Samsung 6.15Source: 93,825 US mobile users, January 2013On a scale of 1 to 10, please rate your satisfaction with the device you are currentlyusing? (1 very unsatisfied and 10 very satisfied)

However when you look at individual devices, the muchanticipated iPhone 5 only ranks fifth in device satisfaction, behindfour Android powered devices. US Smartphone Device Satisfaction Top 5 Devices 8.57 93,825 US mobile users 8.5 8.32 8.26 8.23 Motorola Atrix HD Motorola Droid Razr M HTC Rezound 4G Samsung Galaxy Note 2 Apple iPhone 5Source: 93,825 US mobile users, January 2013On a scale of 1 to 10, please rate your satisfaction with the device you are currentlyusing? (1 very unsatisfied and 10 very satisfied)

The 4G effect

The top 5 devices for satisfaction in the US are 4G capable, and users with4G subscription reported a higher device satisfaction, than those with nosubscription. 4G usage also impacts positively on operator satisfaction. No 4G 4G Smartphones subscription Subscription +/- Difference Device Satisfaction 7.28 7.76 +0.48 Mobile Network Operator 6.67 7.15 +0.48Source: 1,812 US mobile users, January 2013On a scale of 1 to 10, please rate your satisfaction with the device you are currentlyusing? (1 very unsatisfied and 10 very satisfied)

In contrast, in the UK where there is only one 4G network EE, the iPhone 5is under less pressure from competitors , ranking second in usersatisfaction. However the HTC One X does scores higher than the iPhone 5. UK Smartphone Device Satisfaction 8.47 Top 5 Devices 52,140 UK mobile users 8.21 8.18 8.18 8.09 HTC One X Apple iPhone 5 Samsung Galaxy Note 2 Samsung Galaxy S 3 Samsung Galaxy S 3 MiniSource: 52,140 UK mobile users, January 2013On a scale of 1 to 10, please rate your satisfaction with the device you are currentlyusing? (1 very unsatisfied and 10 very satisfied)

Summary• Despite Apple’s success, some Android devices are now commanding higher levels of user satisfaction, with the much anticipated iPhone 5 only ranking fifth in device satisfaction in a study of 93,825 US mobile users, behind four Android powered devices.• In fact US mobile users reported a higher satisfaction with their Motorola’s Atrix device (8.57), an Android powered device at a far lower price point, than Apple iPhone 5 users (8.23).The 4G effect• 4G is having an impact on device satisfaction - the top 5 devices for satisfaction in the US are 4G capable devices, and users with a 4G subscription reported a higher device satisfaction (7.76) than those with no 4G subscription (7.28).• Device satisfaction also impacts how satisfied users are with their mobile network operator, with 4G subscribers more positive towards their mobile operator, than non 4G subscribers. It’s a great opportunity for network operators not only to increase satisfaction, but also revenue and loyalty.UK• In contrast, in the UK where there is only one 4G network operator EE, the iPhone 5 is under less pressure from competitive devices, ranking second in user satisfaction.• However in the study of 52,140 UK mobile users, the HTC One X did score higher (8.47) than Apple’s iPhone 5 (8.21).

Sarah Quinn sarah@ondeviceresearch.com @ondevice Follow us on SlideShareSign up to our newsletter for more free reports ondeviceresearch.com

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US & UK Device Satisfaction

by On Device Research on Feb 08, 2013

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