Cell Phone Satisfaction Tumbles to 10-Year Low in Latest ACSI Survey
Cell Phone Satisfaction Tumbles to 10-Year Low in Latest ACSI Survey
By John P. Mello Jr.
May 21, 2025 5:00 AM PT
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What a difference a year makes. Twelve months ago, cell phone satisfaction was riding high in the American Customer Satisfaction Index, which surveys U.S. consumers. This year, it has hit an all-time low.
The ACSI, a national economic indicator for over 25 years, reported Tuesday that after reaching an all-time high in 2024, cell phone satisfaction fell to its lowest point in a decade, scoring 78 on a scale of 100.
“Brands keep racing to add new capabilities, yet customers still judge smartphones by the fundamentals,” Forrest Morgeson, an associate professor of marketing at Michigan State University and Director of Research Emeritus at the ACSI, said in a statement.
“Only when companies strengthen the essentials — battery life, call reliability, and ease of use — does innovation truly deliver lasting satisfaction,” he continued.
“I totally agree,” added Tim Bajarin, president of Creative Strategies, a technology advisory firm in San Jose, Calif.
“Battery life is the number one issue we see in our smartphone surveys,” he told TechNewsWorld. “And call reliability is always a concern because dropped calls or disconnects during social media sessions are frustrating.”
People are still getting excited about new features, but they still want greater battery life and their phones to be easier to use than before, countered Bryan Cohen, CEO of Opn Communication, a telecommunications agency based in Sheridan, Wyo.
“Take my father. He’s 72 years old, and he wanted an iPhone 16,” he told TechNewsWorld. “I finally went out and got it for him. He got really excited about AI, but then he gets frustrated with it because it’s not easy to use, and he gets mad at the phone.”
Phone Makers Take a Hit
Dissatisfaction with cell phones affected manufacturers’ ratings, too, according to the ACSI study, which was based on 27,494 completed surveys. Both Apple’s and Samsung’s ratings slipped a point to 81, although Samsung had a slight edge over Apple in the 5G phone category. Both, however, had significant leads in satisfaction compared to their nearest rivals, Google and Motorola, which slid three points to 75.
The ACSI researchers also found a widening gap in satisfaction between owners of 5G and non-5G phones. Satisfaction with 5G phones fell two points but still posted a respectable score of 80. Meanwhile, satisfaction with phones using legacy technology plummeted seven points to 68.
“It’s very important to understand that the mobile networks in the U.S. use different spectrum bands,” explained John Strand of Denmark-based Strand Consulting, a consulting firm with a focus on global telecom.
“If you have an old phone, it may not run so well on all spectrum bands,” he told TechNewsWorld. “It certainly won’t work as well as a new phone with a newer chipset.”
The dissatisfaction can also be due to a technology misunderstanding, added Opn Comm’s Cohen. “People will have a phone for four or five years and not understand their phone might not have been built for 5G,” he explained.
“People expect their LTE phones to automatically go to the next generation,” he continued. “That’s not necessarily the case. Their phone might not be 5G compatible, just like some phones still are not eSIM compatible.”
ISPs See Modest Satisfaction Improvements
On the plus side, the study found that satisfaction with ISPs, including fiber and non-fiber services, ticked up a point to 72. Satisfaction with fiber declined by one point, to 75, the study noted, while non-fiber jumped three points, to 70.
The improved satisfaction rating can be attributed to new investments by the carriers, said Creative Strategies’ Bajarin. “They are gaining new technologies that boost their signal, including some redundancy technologies to make their lines more stable,” he explained.
The study noted that AT&T Fiber is leading the fiber segment in satisfaction, scoring a 78 on the index despite a three-point drop. Hot on the heels of AT&T are Google Fiber and Verizon FiOS, at 76, and Xfinity Fiber, at 75.
A big gainer in the fiber segment was Optimum, which jumped eight points to 71. The ACSI researchers explained that Optimum’s satisfaction burst was driven primarily by its efforts to add value by strengthening the quality of its customer service.
The remaining group of smaller ISPs didn’t fare as well. They dropped nine points to 70. The study noted that “all elements of the fiber customer experience have worsened over the past year, with notable decreases in measures relating to the quality of internet service.”
In the non-fiber segment, T-Mobile gained three points to tie leader AT&T at 78. According to the study, T-Mobile has been successful in improving the consistency of its non-fiber service while adding value through improved customer service and plan options. Not far behind the leaders is Verizon, which saw its satisfaction score jump four points to 77.
Kinetic by Windstream was a big gainer in the non-fiber segment. It surged 11 points to 62. “By making significant improvements in practical service metrics, Windstream drives customer perceptions of the value of its Kinetic service higher,” the study explained.
Wireless Service Satisfaction Slips
Declining satisfaction afflicted the wireless phone service industry, according to the ACSI. Overall, the industry dropped a point to 75. Its segments also saw satisfaction declines: value mobile virtual network operatorsslid three points to 78; mobile network operatorsfell one point to 75; and full-service MVNOs slipped three points to 74.
Individual MNO players in the market experienced similar declines, with T-Mobile dropping one point to 76, AT&T falling five points to 74, and UScellular losing three points to 72. Verizon was the only gainer in the top four, with a one-point increase to 75.
The ACSI researchers explained that in addition to measuring satisfaction with operators, the study measures satisfaction with call quality and network capability. Over the last year, AT&T suffered the largest decrease in both, dropping six points to 77 for call quality and eight points to 76 for network capability.
A new feature of this year’s telecommunication and cell phone report is the addition of smartwatches. The study found that Samsung, with a score of 83, edged Apple Watch, which scored 80 in satisfaction. Fitbit finished third with a score of 72.
John P. Mello Jr. has been an ECT News Network reporter since 2003. His areas of focus include cybersecurity, IT issues, privacy, e-commerce, social media, artificial intelligence, big data and consumer electronics. He has written and edited for numerous publications, including the Boston Business Journal, the Boston Phoenix, Megapixel.Net and Government Security News. Email John.
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Cell Phone Satisfaction Tumbles to 10-Year Low in Latest ACSI Survey
Cell Phone Satisfaction Tumbles to 10-Year Low in Latest ACSI Survey
By John P. Mello Jr.
May 21, 2025 5:00 AM PT
ADVERTISEMENT
Proven Tactics to Scale SMB Software Companies in Competitive Markets
Gain market share, boost customer acquisition, and improve operational strength. Get the SMB Software Playbook for Expansion & Growth now -- essential reading for growing tech firms. Free Download.
What a difference a year makes. Twelve months ago, cell phone satisfaction was riding high in the American Customer Satisfaction Index, which surveys U.S. consumers. This year, it has hit an all-time low.
The ACSI, a national economic indicator for over 25 years, reported Tuesday that after reaching an all-time high in 2024, cell phone satisfaction fell to its lowest point in a decade, scoring 78 on a scale of 100.
“Brands keep racing to add new capabilities, yet customers still judge smartphones by the fundamentals,” Forrest Morgeson, an associate professor of marketing at Michigan State University and Director of Research Emeritus at the ACSI, said in a statement.
“Only when companies strengthen the essentials — battery life, call reliability, and ease of use — does innovation truly deliver lasting satisfaction,” he continued.
“I totally agree,” added Tim Bajarin, president of Creative Strategies, a technology advisory firm in San Jose, Calif.
“Battery life is the number one issue we see in our smartphone surveys,” he told TechNewsWorld. “And call reliability is always a concern because dropped calls or disconnects during social media sessions are frustrating.”
People are still getting excited about new features, but they still want greater battery life and their phones to be easier to use than before, countered Bryan Cohen, CEO of Opn Communication, a telecommunications agency based in Sheridan, Wyo.
“Take my father. He’s 72 years old, and he wanted an iPhone 16,” he told TechNewsWorld. “I finally went out and got it for him. He got really excited about AI, but then he gets frustrated with it because it’s not easy to use, and he gets mad at the phone.”
Phone Makers Take a Hit
Dissatisfaction with cell phones affected manufacturers’ ratings, too, according to the ACSI study, which was based on 27,494 completed surveys. Both Apple’s and Samsung’s ratings slipped a point to 81, although Samsung had a slight edge over Apple in the 5G phone category. Both, however, had significant leads in satisfaction compared to their nearest rivals, Google and Motorola, which slid three points to 75.
The ACSI researchers also found a widening gap in satisfaction between owners of 5G and non-5G phones. Satisfaction with 5G phones fell two points but still posted a respectable score of 80. Meanwhile, satisfaction with phones using legacy technology plummeted seven points to 68.
“It’s very important to understand that the mobile networks in the U.S. use different spectrum bands,” explained John Strand of Denmark-based Strand Consulting, a consulting firm with a focus on global telecom.
“If you have an old phone, it may not run so well on all spectrum bands,” he told TechNewsWorld. “It certainly won’t work as well as a new phone with a newer chipset.”
The dissatisfaction can also be due to a technology misunderstanding, added Opn Comm’s Cohen. “People will have a phone for four or five years and not understand their phone might not have been built for 5G,” he explained.
“People expect their LTE phones to automatically go to the next generation,” he continued. “That’s not necessarily the case. Their phone might not be 5G compatible, just like some phones still are not eSIM compatible.”
ISPs See Modest Satisfaction Improvements
On the plus side, the study found that satisfaction with ISPs, including fiber and non-fiber services, ticked up a point to 72. Satisfaction with fiber declined by one point, to 75, the study noted, while non-fiber jumped three points, to 70.
The improved satisfaction rating can be attributed to new investments by the carriers, said Creative Strategies’ Bajarin. “They are gaining new technologies that boost their signal, including some redundancy technologies to make their lines more stable,” he explained.
The study noted that AT&T Fiber is leading the fiber segment in satisfaction, scoring a 78 on the index despite a three-point drop. Hot on the heels of AT&T are Google Fiber and Verizon FiOS, at 76, and Xfinity Fiber, at 75.
A big gainer in the fiber segment was Optimum, which jumped eight points to 71. The ACSI researchers explained that Optimum’s satisfaction burst was driven primarily by its efforts to add value by strengthening the quality of its customer service.
The remaining group of smaller ISPs didn’t fare as well. They dropped nine points to 70. The study noted that “all elements of the fiber customer experience have worsened over the past year, with notable decreases in measures relating to the quality of internet service.”
In the non-fiber segment, T-Mobile gained three points to tie leader AT&T at 78. According to the study, T-Mobile has been successful in improving the consistency of its non-fiber service while adding value through improved customer service and plan options. Not far behind the leaders is Verizon, which saw its satisfaction score jump four points to 77.
Kinetic by Windstream was a big gainer in the non-fiber segment. It surged 11 points to 62. “By making significant improvements in practical service metrics, Windstream drives customer perceptions of the value of its Kinetic service higher,” the study explained.
Wireless Service Satisfaction Slips
Declining satisfaction afflicted the wireless phone service industry, according to the ACSI. Overall, the industry dropped a point to 75. Its segments also saw satisfaction declines: value mobile virtual network operatorsslid three points to 78; mobile network operatorsfell one point to 75; and full-service MVNOs slipped three points to 74.
Individual MNO players in the market experienced similar declines, with T-Mobile dropping one point to 76, AT&T falling five points to 74, and UScellular losing three points to 72. Verizon was the only gainer in the top four, with a one-point increase to 75.
The ACSI researchers explained that in addition to measuring satisfaction with operators, the study measures satisfaction with call quality and network capability. Over the last year, AT&T suffered the largest decrease in both, dropping six points to 77 for call quality and eight points to 76 for network capability.
A new feature of this year’s telecommunication and cell phone report is the addition of smartwatches. The study found that Samsung, with a score of 83, edged Apple Watch, which scored 80 in satisfaction. Fitbit finished third with a score of 72.
John P. Mello Jr. has been an ECT News Network reporter since 2003. His areas of focus include cybersecurity, IT issues, privacy, e-commerce, social media, artificial intelligence, big data and consumer electronics. He has written and edited for numerous publications, including the Boston Business Journal, the Boston Phoenix, Megapixel.Net and Government Security News. Email John.
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