1. Year end (2011) assessment of Smart Phones customers perceptions
This analysis is based on 82,620 customer reviews of 318 smart phones published online by December 15th 2011.
To insure statistical representation and accuracy of results we have focused on 42 smart phones that were reviewed at
least 100 times this year. That may mean that some phones, that were introduced toward the end of the year, did not
qualify for this report.
We have studied before correlation between number of reviews published online and a number of units shipped, and
therefore found it important to use it for comparison.
The most customer reviewed phones of 2011 are HTC Thunderbolt (5,579), Apple iPhone 4-16GB (4,106) and LG Ally
(2,514).
Number of customer reviews per phone
6000
5000
4000
3000
2000
1000
0
Apple iPhone 4…
Apple iPhone 4…
HTC DROID…
Sony Ericsson…
Samsung…
BlackBerry…
Samsung…
Samsung…
Samsung…
Motorola Droid…
T-Mobile…
Motorola Droid…
Motorola Droid…
Motorola Droid…
Samsung Droid…
Blackberry…
Blackberry…
Blackberry…
Google Nexus…
LG Optimus
LG Vortex
Motorola Citrus
Samsung Infuse
HTC HD7
Nokia N8
LG Revolution
LG Cosmos
HTC Thunderbolt
Apple iPhone 4S
HTC Ozone
T-Mobile G2
Droid Bionic
Blackberry 8520
HTC Trophy
LG Ally
Motorola Droid X
Samsung Epic 4G
HTC Rhyme
Customer Reviews per Brand
Samsung HTC got a hold on the position of the most
Sony Ericsson 13%
0%
reviewed brand in the smart phones category
Blackberry largely based on popularity of the Thunderbolt.
Apple
17% 5%
Nokia
2%
Motorola
HTC 19%
30%
LG
14%
©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801

2. Customer Reviews by Operating
System
2% 5%
Customer's enthusiasm for Android smart phones and 1%
availability of large number of models from multiple Android
brands, produced very unbalanced distribution of reviews iOS
17%
(75%). Windows
75% Symbian
Blackberry
However the Android OS enthusiasm did not translate
Average Customer Satisfaction by OS into customer satisfaction lead as Windows phone
(+/- 6% margin of error)
customers expectations were exceeded by their
1.26 1.31 1.28 experience with a wider margin. One of the possible
1.18
reasons is relatively weaker support of Android by the
1.01
developer's community that translates into availability
of applications.
It appears the Nokia's decision to migrate their phones
to Window OS, is a wise one considering Symbian
satisfaction scores.
Our Market Intelligence Analysis of the smart phone
Android iOS Windows Symbian Blackberry
segment indicates that the following Attributes of
customer experience are most important to them:
©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801

3. 1. Reliability - 14.76% of all opinions expressed
2. Usability - 7.23% of all opinions expressed
3. Battery Life - 6.42% of all opinions expressed
4. Display - 5.82% of all opinions expressed
5. Camera & Video - 4.91% of all opinions expressed
6. Reception/Call Quality - 2.57% of all opinions expressed
7. Customer Support - 2.27% of all opinions expressed
8. Keyboard - 2.27% of all opinions expressed
9. Design (style) - 1.57% of all opinions expressed
10. Price - 1.23% of all opinions expressed
11. Music Player - 1.00% of all opinions expressed
In terms of overall satisfaction Blackberry Style 9670 have earned the top customer satisfaction rating (1.60) and HTC
Rhyme (1.59) came within a statistical tie, while Motorola Citrus (0.72) and Droid 2 Global (0.82) are on the very bottom
of the list.
To get more specific insights into dynamics of the smart phone customer perceptions we sampled a market segment by
analyzing the most experienced (i.e. reviewed) models representing different operating systems. We picked the models
that are close to each other in a number of customer reports to make it more comparable.
1. Apple iPhone 4S - 542 customers
2. Blackberry Torch 9800 - 550 customers
3. HTC Trophy - 236 customers
4. Nokia N8 - 523 customers
5. Samsung Continuum Galaxy S - 444 customers
More details and customer feedback verbatim are available via access to the dynamic dashboard for this segment on
request.
©Amplified Analytics Inc. 206 Water Street, Pt. Richmond, CA 94801