Dutch consumers satisfied with phones, battery satisfaction improving

Monday 24 July 2017 | 13:11 CET | Background
Dutch consumers are largely satisfied with their mobile devices, according to research by Telecompaper's Consumer Insights panel. Battery life is one area that could use some improvement, although consumer satisfaction is getting better in this area, too. More frequent updates from manufacturers would also be welcome, the survey found.

Around 90 percent of consumers said they were in general satisfied with their mobile device in Q1 2017. This percentage has been relatively stable over the past few years.

Looking at the various elements of the phone, consumers are more satisfied with the sound quality, at 90 percent in Q1 this year compared to 83 percent in 2015. Features such as the user-friendliness and appearance scored even higher, at 92 percent of consumers satisfied with both aspects, and 91 percent said they were satisfied with the format of the phone.

Consumers are less happy with the standby time for their phones, with only 70 percent saying this was sufficient. While the battery duration scores less well than many other phone features, it is improving. The amount of updates provided by the phone manufacturer also scored relatively low, with only just over three-quarters of Dutch consumers satisfied. 

Apple vs. Samsung

The Dutch market has been dominated for some time by Apple and Samsung, as the two biggest phone manufacturers at some distance ahead of their competitors. The Consumer Insights panel also looked at the differences in consumer satisfaction with phones from these two brands.

Apple scored better than Samsung in terms of general satisfaction, at 95 percent versus 91 percent. Apple had around 28 percent of the Dutch market in the first quarter of 2017. Apple also did well with many of the phone features considered core to the iPhone, such as user-friendliness (96%), the touchscreen (94%), appearance (94%) and the operating system (93%). The sound quality also scored above average, at 92 percent of iPhone customers satisfied. 

Notably, iPhone users' satisfaction with the format of the phone has fallen in the past two years, from 94 percent in 2015 to 91 percent in 2017. The iPhone's battery life was sufficient for only 71 percent of users, but this is still up from 60 percent in 2015 and 66 percent in 2016.

Samsung phones user-friendly

Samsung had 43 percent of the Dutch market in the first quarter of 2017, making it the clear market leader. The company offers a wide range of phones, both in terms of specifications and price, from entry-level to high-end devices.

Dutch consumers gave Samsung phones high marks particularly for user-friendliness (94%), appearance (94%) and the touchscreen (93%). Satisfaction with the operating system (Android) was lower than Apple's iOS, at only 87 percent. 

Apple scored better than the market average in terms of sound quality, speed, operating system and digital camera. Samsung was more in line with the market, but it should be noted that Samsung also has a much higher market share.

This research is based on the Telecompaper Consumer Insights panel. The survey was conducted in the first quarter of 2017. Consumer were asked various questions about how satisfied they were with their mobile phone. Panel participants are aged 12-80, and results are stratified for age, gender and education. For more information about research opportunities with the panel, please contact research@telecompaper.com.

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