Cell Phones
Comprehensive benchmarking for smartphone manufacturers
Gain access to the full brand-level performance for each member of the highly competitive syndicated cell phone manufacturing industry and become an ACSI client today.
CELL PHONES
Maintaining your competitive edge in an industry characterized by its continuous innovation requires a laser focus on your own improvement without losing sight of the critical developments of the overall industry. Keep track of your exact position in a very tight race with ACSI benchmarking that provides strategic competitive data on a quarterly basis. The ACSI conducts surveys throughout the year. Our proprietary, cause-and-effect diagnostic modeling ensures that your improvement efforts are directed exactly where they will yield the highest satisfaction gains to drive customer loyalty.
At a glance:
Cell Phones
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Inaugural year:
2004
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Updated:
annually
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Most recent data:
2025
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Companies:
4 companies, plus aggregate of smaller manufacturers
Satisfaction Benchmarks by Company
| Anchor Link | Company | 2024 | 2025 | % Change |
|---|---|---|---|---|
| Cell Phones | 81 | 78 | -4% | |
| #apple | Apple | 82 | 81 | -1% |
| #samsung | Samsung | 82 | 81 | -1% |
| 77 | 75 | -3% | ||
| #motorola-lenovo | Motorola (Lenovo) | 77 | 75 | -3% |
| All Others | 72 | 68 | -6% |
Satisfaction Benchmarks by Capability
| Industry | 2024 | 2025 |
|---|---|---|
| 5G Cell Phones | 82 | 80 |
| Non-5G Cell Phones | 73 | 68 |
| Company | 2024 | 2025 |
|---|---|---|
| Samsung | 83 | 82 |
| Apple | 82 | 81 |
| 78 | 77 | |
| Mototola (Lenovo) | 78 | 76 |
| All Others | 76 | 71 |
Cell Phone Benchmarks
| Benchmarks | 2024 | 2025 |
|---|---|---|
| Ease of phone calling | 86 | 85 |
| Outcome of the service repair* | 85 | 84 |
| Bluetooth performance | 85 | 83 |
| Ease of text messaging | 85 | 83 |
| Website satisfaction | 86 | 83 |
| Ease of arranging service* | 85 | 82 |
| Phone design | 83 | 82 |
| Screen resolution and quality | 84 | 82 |
| Timeliness of the service repair* | 84 | 82 |
| Audio quality | 83 | 81 |
| Camera quality | 83 | 81 |
| Courtesy and helpfulness of the service technician* | 83 | 81 |
| Ease of using physical controls | 83 | 81 |
| Screen durability | 82 | 81 |
| Ease of navigating phone menus and settings | 82 | 80 |
| Speed and performance | 82 | 80 |
| Battery life | 80 | 77 |
*Represents manufacturer-provided service only
Industry averages are weighted by companies’ market shares.
2025 results based on data collected between April 2024 and March 2025