2011-customer perceptions of smart phones
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©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801
Year end (2011) assessment of Smart Phones customers perceptions
This analysis is based on 82,620 customer reviews of 318 smart phones published online by December 15th 2011.
To insure statistical representation and accuracy of results we have focused on 42 smart phones that were reviewed at
least 100 times this year. That may mean that some phones, that were introduced toward the end of the year, did not
qualify for this report.
We have studied before correlation between number of reviews published online and a number of units shipped, and
therefore found it important to use it for comparison.
The most customer reviewed phones of 2011 are HTC Thunderbolt (5,579), Apple iPhone 4-16GB (4,106) and LG Ally
(2,514).
HTC got a hold on the position of the most
reviewed brand in the smart phones category
largely based on popularity of the Thunderbolt.
0 1000 2000 3000 4000 5000 6000
HTC
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lt
Ap
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iPh
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LG A
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HTC
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HTC
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Sam
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LG R
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LG V
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Ap
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LG C
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HTC
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T-M
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Number of customer reviews per phone
Sony Ericsson 0%
Samsung 13%
Blackberry 5%
Nokia 2%
Motorola 19%
LG 14%
HTC 30%
Apple 17%
Customer Reviews per Brand
©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801
Customer's enthusiasm for Android smart phones and
availability of large number of models from multiple
brands, produced very unbalanced distribution of reviews
(75%).
However the Android OS enthusiasm did not translate
into customer satisfaction lead as Windows phone
customers expectations were exceeded by their
experience with a wider margin. One of the possible
reasons is relatively weaker support of Android by the
developer's community that translates into availability
of applications.
It appears the Nokia's decision to migrate their phones
to Window OS, is a wise one considering Symbian
satisfaction scores.
Our Market Intelligence Analysis of the smart phone
segment indicates that the following Attributes of
customer experience are most important to them:
75%
17%
1% 2% 5%
Customer Reviews by Operating System
Android
iOS
Windows
Symbian
Blackberry
1.18 1.26 1.31
1.01
1.28
Android iOS Windows Symbian Blackberry
Average Customer Satisfaction by OS (+/- 6% margin of error)
©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801
1. Reliability - 14.76% of all opinions expressed
2. Usability - 7.23% of all opinions expressed
3. Battery Life - 6.42% of all opinions expressed
4. Display - 5.82% of all opinions expressed
5. Camera & Video - 4.91% of all opinions expressed
6. Reception/Call Quality - 2.57% of all opinions expressed
7. Customer Support - 2.27% of all opinions expressed
8. Keyboard - 2.27% of all opinions expressed
9. Design (style) - 1.57% of all opinions expressed
10. Price - 1.23% of all opinions expressed
11. Music Player - 1.00% of all opinions expressed
In terms of overall satisfaction Blackberry Style 9670 have earned the top customer satisfaction rating (1.60) and HTC
Rhyme (1.59) came within a statistical tie, while Motorola Citrus (0.72) and Droid 2 Global (0.82) are on the very bottom
of the list.
To get more specific insights into dynamics of the smart phone customer perceptions we sampled a market segment by
analyzing the most experienced (i.e. reviewed) models representing different operating systems. We picked the models
that are close to each other in a number of customer reports to make it more comparable.
1. Apple iPhone 4S - 542 customers
2. Blackberry Torch 9800 - 550 customers
3. HTC Trophy - 236 customers
4. Nokia N8 - 523 customers
5. Samsung Continuum Galaxy S - 444 customers
More details and customer feedback verbatim are available via access to the dynamic dashboard for this segment on
request.
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