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New research from JD Power regarding smartphone satisfaction finds that the people most likely to constantly upgrade their handset are also the most content with their phones, at least for the short period of time that they are actually in their possession.
“It’s surprising to learn that the expected length of mobile device ownership can influence the purchase experience process,†said Kirk Parsons, senior director and technology, media and telecom practice leader at JD Power, about the results.
JD Power uses a 1000-point scale in order to gauge satisfaction. And of the 7481 consumers who have a smartphone with a contract and who took part in this installment of the study (it’s conducted twice a year) the average satisfaction score, which factors in the relationship with the network provider as well as the smartphone itself, is 834 points — up 31 points since the last study conducted six months ago.
But that score jumps to 853 for those that plan to hold on to their handset for less than a year (34% of all respondents) and falls significantly (809 points) for those that plan to keep their phone for two to three years.
“Part of the reason [for the findings] is demographics and willingness to own the latest smartphone with the latest technology and service capabilities,†said Parsons.
Indeed, the study finds that those most likely to upgrade at the earliest possible moment are also the most likely to see themselves as tech-focused early adopters. A huge 79% of early upgraders define themselves as being among the first to try a new technological product.
What’s more, over half (58%) of early upgraders are aged between 18 and 34; whereas just 28% of respondents planning to hold on to their phone for the long run (three or more years) fall into the same age demographic.