Mobile user satisfaction rate rises for first time

Overall satisfaction among wireless mobile phone owners has increased for the first time ever, according to a customer survey.

The JD Power and Associates 2004 US Wireless Mobile Phone Evaluation Study found that, year on year, mobile phone users are five per cent happier with their service than in 2003 - the first time a significant increase has been achieved on a year-to-year basis since the poll was inaugurated three years ago.

The study found customer ratings increased the most significantly over 2003 with phones' features (increasing 8 per cent), particularly in areas such as ease of text messaging and internet features. Satisfaction with the physical design of handsets was also found to have risen significantly, mainly based on a strong increase in weight and visual appeal.

"With every new feature/service adoption, there is an initial learning curve for consumers to experiment with the full capabilities of their cell phone, causing some initial frustration," said Kirk Parsons, senior director of wireless services at JD Power and Associates.

"Features that make it easier to learn and understand how to operate specific service offerings such as text messaging and retrieving web-based data can increase satisfaction performance and enhance the overall wireless experience. However, consumer expectations will continue to rise as users increasingly rely on the communication functions beyond phone calls."

The study measures satisfaction of customers who have owned their mobile phones for less than two years based on five key factors affecting overall wireless handset performance. In order of importance, these are: features (27 per cent); durability (23 per cent); physical design (19 per cent); battery function (16 per cent); and operation (15 per cent).

The study found that average reported handset purchase price in 2004 is $99, an increase from $88 in 2003 and the first increase since 1999. The average replacement cycle for a typical handset was identified to be 18 months.

According to the survey, cameraphone ownership has more than tripled, increasing from 4 per cent in 2003 to 15 per cent in 2004.