Think about the last time you purchased a smartphone. Did you go into a brick and mortar store, talk to a sales rep, and walk out with a shiny new gadget, or did you cruise over to your carrier’s website and make the purchase on your old phone? If you’re like the average American, you went with that second option.
According to JD Power’s latest surveys and satisfaction results, most of the smartphone purchase experience is done on a smartphone, making for a closed loop ecosystem. Stores still hold some weight when it comes to things like phone demos and data usage explanations from a sales rep, but otherwise, everything is still moving towards an online experience.
Users spend less time when making a purchase on a phone than on a computer or tablet (about 10 minutes compared to 13 minutes) and they report higher satisfaction thanks to better navigation and how much easier it to actually make a purchase, which might be related to things like Android Pay. Users will unlimited data are also more satisfied than users without, although I don’t know that that’s much of a surprise to anyone.
T-Mobile also managed to snag the highest marks for consumer satisfaction among full-service carriers, although MetroPCS takes the crown in the non-contract segment and Consumer Cellular wins in the value segment.
source: JD Power