Despite rapid technological advancements and promises of a smarter digital future, consumer satisfaction across major telecom and tech sectors has hit a significant low. According to the American Customer Satisfaction Index (ACSI) study, overall satisfaction with mobile phones has dropped by 4%, landing at a decade-low score of 78 out of 100.
While devices now boast AI features and 5G capabilities, these innovations haven’t translated into increased user happiness. Instead, consumers continue to prioritise basic needs, such as battery life, performance, and service reliability, over add-ons.
“Brands keep racing to add new capabilities, yet customers still judge smartphones by the fundamentals,” says Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Only when companies strengthen the essentials — battery life, call reliability, and ease of use — does innovation truly deliver lasting satisfaction.”
Every industry is feeling the impact
Apple and Samsung remain at the top of the mobile phone market, but both saw a 1% decline, each scoring 81. Competitors like Google and Motorola fell further, dropping 3% to 75, while smaller manufacturers plummeted 6% to a low score of 68. Users with 5 G-enabled phones are still more satisfied (score of 80), though their satisfaction also dipped. Meanwhile, those with older, non-5G models reported significantly lower satisfaction, falling to 68.
In addition, internet service providers (ISPs) saw a slight overall improvement in satisfaction, rising 1% to an average score of 72. However, fibre-optic providers, usually the gold standard, experienced a 1% decline to 75%, while non-fibre ISPs improved by 3%, narrowing the performance gap. AT&T and T-Mobile now share the top spot across fibre and non-fibre categories, both scoring 78.
Wireless phone services declined 1%, with value-focused virtual operators still leading. Consumer Cellular remains the top performer with a score of 82, even after a 4% drop. T-Mobile leads among mobile network operators with a score of 76, though AT&T’s performance suffered, with a 5% decline and notable drops in call quality and network capability.
In a debut performance for the smartwatch category, customer satisfaction averages 77. Samsung outpaced Apple with a score of 83 versus Apple’s 80, partly due to delayed Apple Watch Ultra 3 releases. Fitbit followed with 72. While users praised smartwatch durability and design, service-related experiences lagged, with low marks for repair timeliness and service convenience.
In short, customers seem unimpressed by flashy upgrades and are instead calling for better basics: reliability, value, and responsive support. As technology continues to evolve, brands that focus on fundamentals may be better positioned to win—and keep—customer loyalty.