Touch Screen Mobile Phones Lead To Higher Satisfaction

Apple ranks highest in satisfaction

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Overall satisfaction among smartphone and traditional handset owners whose phones feature touch screens is significantly higher than owners that don’t have touch screens, according to a new report from J.D. Power and Associates.

Among smartphone owners that have a touch screen, satisfaction averages 771 on a 1,000-point scale, nearly 40 points higher than among those whose smartphone features other input methods.  Currently just over half of owners indicate their smartphone has a touch screen for navigation.

"Touch screens are ideal for those using their phone for entertainment, as the displays are generally larger and provide a richer viewing experience," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates.

"It is critical, however, that manufacturers meet expectations with regard to providing adequate battery life, as these large displays can drain batteries very quickly. In addition, for customers to have a truly rewarding experience, wireless carriers must continue to provide problem-free, high-speed downloads, as customers rely on them to deliver content quickly and on the go."

Apple ranks highest in customer satisfaction among makers of smartphones with a score of 810, and performs well in ease of operation, operating system, features and physical design. RIM BlackBerry (741) trails Apple in the rankings.


The study found both smartphone and traditional handset owners are increasingly using their devices for entertainment and sharing media with others. Among traditional handset owners, 25 percent regularly send and receive multimedia and picture messages, an increase of 25 percent from six months ago.

Smartphone users are nearly twice as likely to share multimedia messages. In addition, 17 percent of smartphone owners with touch screens indicate the frequently download and watch video content on their device.


Touch Screen Mobile Phones Lead To Higher Satisfaction
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  • Stupidscript

    A link to the study would be helpful. The graph used as an illustration does not indicate that a touch screen improved satisfaction, and if it did, it did not use that metric consistently.

    For example, Palm and HTC are well below the mean, indicating that their touch screen technology did not help them to rise above Blackberry’s typically text-based (not touch) interface, for example. And most Blackberry users do not use touch, as only the newest versions of the RIM devices include touch … older (most) models do not include that capability, yet Blackberry seems to be well-positioned in the graph, indicating that perhaps it is the device that provides the satisfaction, not its touch capabilities.

    Now that we have a baseline for evaluating the graph, we can see that the users of Apple’s smartphone products are indicating the highest level of satisfaction … but why? We know it is not because of the touch screen. Is it because people who buy Apple smartphones have a vested interest in being satisfied … because if they were NOT satisfied, they would have to break ranks with their fellow believers to criticize the device, leading to their ostracization from a community they hold dear? Given this article and the evidence provided, there is no way to know.

    Lies, damned lies and statistics. Add to that spin doctor journalists. ;) None are to be taken at face value.

  • Guest

    Also, the title should read “For Consumer Use” as the article later hints to

  • http://www.indiamobilephones.com India Mobile Phones

    I agree. Once i got my touch screen mobile phone. I am more happy with it and more satisfied. I think touch screen is future.

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