Focusing on Fundamentals Boosts Customer Satisfaction Across Telecommunications and Cell Phone Industries
Customer satisfaction with the internet service provider (ISP) industry overall increases 1% this year to an ACSI score of 73 on a 100-point scale, with both the fiber and non-fiber segments improving at the same rate. Fiber ISP satisfaction rises from 75 to 76, while non-fiber ISP satisfaction ticks up from 70 to 71. These gains signal continuing progress across a rapidly evolving connectivity landscape. The improvements coincide with the ongoing expansion of broadband infrastructure nationwide, fueled in part by federal funding efforts designed to extend internet access to more households. As providers scale their networks and compete for newly connected customers, incremental gains in satisfaction underscore the importance of delivering consistent, reliable service alongside broader availability. Satisfaction with wireless service providers advances 3% to a record-high ACSI score of 77. This improvement is industrywide, including a substantial 4% satisfaction increase for the full-service mobile virtual network operator (MVNO) segment, along with 1% gains for both mobile network operators (MNOs) and value MVNOs. Nearly all customer experience ratings are better this year across the three measured segments, which contributes to the upward momentum. Core network performance also improves across the major network operators, but close scores for call quality and network capability may signal a need for service providers to move beyond strengthening the fundamentals to gain a future competitive edge.
Cell phone satisfaction also rises modestly in 2026, up 1% to 79 after experiencing a sharp decrease last year. The highestrated customer experience metrics are primarily basic functionalities such as phone calling and text messaging. AI feature performance, measured by the ACSI for the first time, debuts near the top alongside the table-stakes benchmarks. This indicates that AI integration into cell phone functionality has proven largely beneficial rather than detrimental to customer satisfaction. Satisfaction with flagship models (82) far outpaces legacy phones (76) and foldables (72).
In its second year of measurement, smartwatch satisfaction holds steady with a score of 77 for 2026. However, there is positive movement beneath this still surface. Every customer experience benchmark sees progress at the industry level. In particular, the service metrics for repairs all advance substantially this year.
While year-over-year results vary across the industries measured, customer satisfaction continues to be shaped by how effectively providers deliver on the fundamentals of the experience. Reliability, service quality, and ease of engagement remain central drivers of satisfaction, even as products and technologies evolve.
ACSI results are based on surveys conducted over a 12-month period ending in March 2026. ACSI scores are reported on a 0 to 100 scale.
Key Takeaways
INTERNET SERVICE PROVIDERS
- The internet service provider industry is up 1% to an ACSI score of 73 with both service types (fiber and non-fiber) contributing to this improved score.
- For the second year in a row, the top-ranked fiber and non-fiber providers earn the same ACSI score as Verizon 5G Home Internet surges 3% to meet AT&T Fiber (+1%) at 79.
- Customer experience benchmarks across both the fiber and non-fiber segments improve, contributing to the overall satisfaction gains for both.
- Industrywide, the complaint rate is lower compared to last year, while complaint handling performance improves.
WIRELESS PHONE SERVICE
- Wireless phone service satisfaction rebounds and gains ground in 2026, rising 3% to an all-time high ACSI score of 77, after dipping 1% in 2025.
- Mobile network operators post smaller gains than the overall industry, improving 1% to 76, with scores for all national brands clustered tightly, ranging from 76 (Verizon and AT&T) to 78 (T-Mobile).
- While network fundamentals improve this year, there is little differentiation among the mobile network operators, reinforcing that strong call quality and network capabilities are increasingly viewed as core expectations for the industry.
- Satisfaction with full-service mobile virtual network operators rises 4% to 77, matching the industry average and driving most of the overall industry’s improvement.
- Value mobile virtual network operators remain the highest-rated wireless service segment at 79, although the gain is a more modest 1%.
- Customer experience factors tied to ease, reliability, and digital interactions strengthen, helping support overall satisfaction gains.
CELL PHONES
- After a sharp drop one year ago, cell phone satisfaction increases 1% to an ACSI score of 79 as manufacturers find ways to add capabilities while preserving battery reliability.
- Samsung takes the top industry spot (81), narrowly ahead of Apple (80); Google and Motorola move up to 77 each.
- Customer assessment of AI features debuts with a score of 85, placing AI capability among the highest-rated attributes for cell phones.
- Core reliability remains table stakes for the industry: ease of making phone calls and text messaging lead all measured experiences (both 86).
SMARTWATCHES
- Customer satisfaction with the smartwatch industry holds at an ACSI score of 77 for the second year despite the addition of several brands including Garmin, Google Pixel, Motorola, and OnePlus.
- A drop in satisfaction among Samsung watch owners results in a tie with Apple at the top of the leaderboard at 80.
- The individual customer experience touchpoints reveal universal improvement, from design and durability to connectivity and
app integrations. - Strong improvement in the service experience for smartwatches narrows the gap considerably to the cell phone service
experience.
Study Findings
Customer satisfaction plays a pivotal role in shaping both the financial performance of individual companies and the overall strength of the U.S. economy. New findings from the American Customer Satisfaction Index (ACSI®) offer benchmark insights for internet service providers, wireless phone service, cell phones, and smartwatches. In addition, the ACSI captures consumer opinions about critical elements of the customer experience, tailored specifically to each industry.
ACSI and its logo are Registered Marks of American Customer Satisfaction Index LLC.
No advertising or other promotional use can be made of the data and information in this report without the express prior written consent of ACSI LLC.