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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

  • Inaugural year:

    2004

  • Updated:

    annually

  • Most recent data:

    2026

  • Companies:

    4 companies, plus aggregate of smaller manufacturers

Satisfaction Benchmarks by Company

Cell Phones
Company20252026% Change
Cell Phones78791%
Samsung81810%
Apple8180-1%
Google75773%
Motorola (Lenovo)75773%
All Others68737%


Satisfaction Benchmarks by Model Type

Cell Phones
2026Category
Flagship82Flagship
Samsung84Flagship
Apple82Flagship
Google80Flagship
Foldables72Foldables
Samsung80Foldables
Google72Foldables
Motorola (Lenovo)70Foldables
Legacy/other76Legacy/other
Apple79Legacy/other
Motorola (Lenovo)78Legacy/other
Samsung76Legacy/other


Cell Phone Benchmarks Year-Over-Year Industry Trends

Benchmarks20252026
Ease of phone calling8586
Ease of text messaging8386
AI feature performanceNA85
Screen resolution and quality8285
Audio quality8184
Bluetooth performance8384
Camera quality8184
Ease of arranging service*8284
Ease of using physical controls8184
Phone design8284
Website satisfaction8384
Ease of navigating phone menus and settings8083
Outcome of the service repair*8483
Screen durability8183
Speed and performance8083
Courtesy and helpfulness of the service technician*8182
Timeliness of the service repair*8282
Battery life7781
Call center satisfactionNA81
Warranty coverageNA80

*Represents manufacturer-provided service only

NA – Not Available

Industry averages are weighted by companies’ market shares.

2026 results based on data collected between April 2025 and March 2026