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Strategy Analytics

Apple and BlackBerry Owners Most Satisfied with Device & Features

Author: Christopher Dodge

Publication Date: May 14 2012

Pages: 28

Report Type: Buyer Analysis


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Summary

Our research continues to show that there is a strong correlation between satisfaction and repeat purchase intention. In both the US and Western Europe, iPhone owners are the most satisfied overall with their mobile experience, and they are also the most loyal to their device brand. Satisfaction across core mobile phone features in the US has increased since 2009, while only half of the features in Western Europe have experienced an increase in satisfaction. US respondents who own a device with a full QWERTY or virtual keyboard are most satisfied with their device for text entry, as are respondents in Western Europe who own devices with a full QWERTY. Respondents in both the US and Western Europe are most satisfied with the ease of downloading applications and connecting to another device via Bluetooth.

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Table of Contents

  • 1 Executive Summary
  • 2 Introduction
  • 3 Overall Mobile Phone Feature Satisfaction
  • 4 Satisfaction by Feature
    • 4.1 Ease of Entering Text Quickly and Accurately
    • 4.2 Battery Life
    • 4.3 Camera Picture Quality
    • 4.4 Music Player Sound Quality
    • 4.5 Ease of Connecting to WiFi
    • 4.6 Web Browsing
    • 4.7 Ease of Connecting to Bluetooth Devices
    • 4.8 Ease of Sending and Receiving Emails
    • 4.9 Downloading Applications
    • 4.10 Reliability and Lack of Defects
    • 4.11 Ease of Transferring Content from PC to Phone
    • 4.12 Overall Device Satisfaction
  • 5 Increased Satisfaction Leads to Increased Likelihood to Buy Again
  • 6 Conclusion
  • 7 Analyst Contacts
  • 8 Respondent Profiles
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