When it comes to pleasing consumers, the smartphone market is essentially a two-horse race, with Apple and Samsung running nearly neck-and-neck for the past two years. In 2014, Samsung gained an advantage in ACSI overall, posting 81 on a 0-100 scale to Apple’s 79, but the two market leaders deadlocked the next year.
Results from a recent report by the American Customer Satisfaction Index show Apple inching ahead to grab the customer satisfaction lead in 2016, propelling the cell phone industry average up to 79 (+1.3%). Lenovo’s Motorola Mobility comes in a distant third at 77 (-3%).
Drilling down to the brand level reveals a preponderance of Samsung and Apple devices at the top, led by Samsung’s Galaxy Note5 at 86. Apple’s iPhone 6s Plus is a mere point behind at 85, while two more Galaxy phones clock in at 84 (S6 edge+ and Note 4). Altogether, a dozen Apple or Samsung models score above the industry ACSI average of 79, with only Motorola’s Moto G penetrating this group at 81.
In general, phones with bigger screen sizes are more satisfying to users. The top four devices in 2016 sport displays that range from 5.5 to 5.7 inches. Among the newest iPhones, Plus models do better than their base versions (iPhone 6s Plus and 6 Plus edge 2 points ahead of 6s and 6, respectively). There are exceptions; for example, the Galaxy S III (4.8-inch display) does quite well with an ACSI score of 80. This older Samsung model ties Galaxy S6 and nudges past S4, S5, and Grand Prime (screen sizes of 5.0 to 5.1 inches).