Sanyo and LG topped consumer satisfaction ratings among cell phone owners according to a J.D. Power and Associates Evaluation Study released today. 
Measuring satisfaction of customers who have owned their mobile phones for less than two years, the study looks at five key factors (in order of importance): physical design (24 percent), operation (22 percent), features (20 percent), handset durability (19 percent) and battery function (15 percent).
Since 2005, the study found that customer satisfaction increased most significantly in phone operation (increasing 5 percent) - specifically in areas related to ease of use, such as ease of phone navigation, clarity of text on the display screen and understanding how to operate the handset when purchased.
Satisfaction with the features included with the phone has also risen significantly (5 percent), mainly based on higher ratings from customers for Internet features and the variety of services/features offered.
Another trend the study tracks is the shift in the physical design of wireless handsets. Manufacturers are moving away from the candy bar-shape design and more toward clamshell designs. In 2002, nearly 70 percent of wireless users owned a candy bar-type handset, compared to 39 percent in 2006. Over the same time period, the percentage of wireless customers owning a clamshell-design phone has risen from 7 percent to 58 percent.
Sanyo ranked highest in overall customer satisfaction with wireless cell phones, performing significantly above the industry average in four of five factors - physical design, operation, features and battery function. Following Sanyo in rankings above the industry average are LG, Samsung and Sony Ericsson, respectively.
Overall Wireless Mobile Phone Rankings:
1. Sanyo - 108
2. LG - 107
3. Samsung - 104
4. Sony Ericsson - 102
5. Motorola - 100
5. UTStarcom (Audiovox) - 100
7. Nokia - 96
8. Kyocera - 92
- Industry Average - 101
The study also finds several key wireless handset usage patterns:
- The average reported handset purchase price in 2006 is $86 - a decrease from $99 in 2004
- The average replacement cycle for a typical handset is 17.6 months - a slight decrease from 18 months in 2005
- The most-used features on the handset include the speakerphone (26 percent), send/receive short messaging services (SMS) (22 percent), camera capabilities (19 percent) and gaming (16 percent)
- More than 40 percent of all current wireless users compared other handset brands before selecting their current wireless phone. Those who do compare phones during the selection process are significantly more likely to be satisfied overall with their current handset than those who do not
The 2006 U.S. Wireless Mobile Phone Evaluation Study was based on experiences reported by 18,740 wireless users who have owned their current cell phone for less than two years. The results are based on the two most recent reporting waves, which were conducted in October 2005 and February 2006.
