Apple Ranks Highest in Customer Satisfaction among Smartphone Manufacturers, While Samsung Ranks Highest among Traditional Mobile Phone Manufacturers

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SAO PAULO: 21 November 2011 - Apple ranks highest in satisfying smartphone customers while Samsung ranks highest in customer satisfaction with traditional mobile phones, according to the J.D. Power do Brasil 2011 Wireless Smartphone and Wireless Handset Satisfaction Studies,SM both released today.

The inaugural Brazilian studies measure customer satisfaction with the mobile device ownership experience. Customer satisfaction with mobile phones is measured across four factors. In order of relative importance to overall satisfaction with traditional phones, they are: performance (32%); features (23%); physical design (23%); and ease of operation (22%). For smartphones, the key factors are: physical design (27%); ease of operation (26%); performance (26%); and features (21%). Overall satisfaction is reported as an index score based on a 1,000-point scale, with a higher score indicating higher satisfaction.

Apple ranks highest in customer satisfaction among manufacturers of smartphones with a score of 875, performing particularly well in ease of operation and features. Nokia follows Apple in the rankings with a score of 792.

Among traditional mobile phone manufacturers, Samsung ranks highest in customer satisfaction with a score of 766. Samsung performs particularly well in performance, physical design and features. Nokia follows Samsung in the traditional mobile phone rankings with a score of 760.

"As the number of mobile phone devices available in the market continues to increase, delivering an outstanding mobile phone experience is crucial for manufacturers to differentiate themselves from competitors," said Celia Bastos, research director at J.D. Power do Brasil. "Customers who are highly satisfied with their device are considerably more likely to purchase a mobile phone from that manufacturer in the future and recommend their brand to others. In addition, these highly satisfied customers are more likely to have a more satisfying wireless experience overall."

The study also finds the following key trends:

  1. As in the United States, satisfaction tends to be higher among younger smartphone customers, averaging 801 among customers 18 to 34 years old compared with just 776 among customers 35 to 44 years old.
  2. Smartphone customers report accessing email on their device approximately six times per day, which equates to nearly 200 attempts to access email each month.
  3. On average, 65 percent of smartphone customers who download applications say they download games to their device. Mobile gamers with smartphones say they spend an average of 83 minutes per week playing mobile games.
  4. Customers currently owning traditional phones are more likely to purchase a new device within the next year.  More than eight in 10 (81%) traditional phone users say they definitely will or probably will purchase a new phone within the next 12 months. This compares to 75% among smartphone users.

"Mobile phone manufacturers in Brazil are doing a good job of satisfying younger customers, as this segment represents a vast majority of customers," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates. "However, as seen in the United States, there is a growing segment of more mature users. More than 35 percent of U.S. based wireless customers are over 44 years of age.  This compares to only 17 percent for Brazil. As this age segment becomes more prominent in Brazil, manufacturers will need to balance integrating the latest technology and features into phones while making sure they are easy to use and understand for customers of all ages."

J.D. Power's self-funded Voice-of-the-Customer syndicated studies evaluate products and services based on actual consumer feedback. The research is designed to help businesses make informed decisions about product and service improvements. Study results are based solely on the opinions of consumers, not the opinion of J.D. Power.

The 2011 Brazil Wireless Smartphone and Handset Satisfaction Studies are based on experiences reported by 979 smartphone owners and 1207 traditional mobile phone owners, respectively. Both studies were fielded in September 2011.

About J.D. Power do Brasil

Established in Sao Paulo in 2010, J.D. Power do Brasil conducts customer satisfaction research and provides market intelligence and performance analytics services in the automotive, wireless telecommunications and financial services industries. Information regarding J.D. Power do Brasil and its products can be accessed through the Internet at

About J.D. Power and Associates

Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company with more than 40 years of experience operating in key business sectors providing market research, forecasting, performance improvement, social media and customer satisfaction insights and solutions. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies. Additional information is available at

About The McGraw-Hill Companies

McGraw-Hill is a leading global financial information and education company that helps professionals and students succeed in the Knowledge Economy. Leading brands include Standard & Poor's, S&P Capital IQ, S&P Indices, Platts energy information services and McGraw-Hill Education. With sales of $6.2 billion in 2010, the Corporation has approximately 21,000 employees across more than 280 offices in 40 countries. On September 12, 2011, the Corporation announced its intention to separate into two public companies: McGraw-Hill Markets (working name), primarily focused on global capital and commodities markets and McGraw-Hill Education focused on digital learning and education services worldwide. Additional information is available at


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