Google Phone regains position at the top of monthly satisfaction ratings as new challenger Motorola arises
New Roy Morgan customer satisfaction ratings show the Google Phone as the latest winner of the Handset Provider of the Month Award with a rating of 95.6%.
The latest Mobile Phone Handset Customer Satisfaction Report shows Google Phone was followed by a rejuvenated Motorola (93.4%) which has steadily improved its satisfaction over the last year, long-time favourite the Apple iPhone (93%) in third with Samsung (90.1%) and Oppo (88%) filling out the top five.
These latest customer satisfaction ratings have been drawn from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with over 50,000 Australians each year in their homes.
Roy Morgan CEO Michele Levine says Google has performed strongly throughout the year and looks set to again be a strong contender in 2020.
“Google has had a standout year in terms of customer satisfaction and is in a strong position to take out the coveted annual Customer Satisfaction Award of 2019. This will intensify the rivalry between Google and Apple and it will undoubtedly be a thrilling race to the finish. If Google were to win in the annual award category it would mark the end of an unbeaten seven-year winning streak for Apple.
“The mobile phone industry is one of the most rapidly changing industries and it will be interesting to see what is in store in the coming years. The steadily improving performance of second-placed Motorola, which recently announced a new smart flip-phone and a return to production of a high-end flagship phone in 2020, looks set to intensify the competition between leading brands such as Google, Apple, Samsung, Huawei and Oppo in the years ahead,” said Ms. Levine.
Roy Morgan customer profiles help companies discover who their customers really are
Roy Morgan’s Helix Personas use deep psychographic insights to discover who each brands’ customers really are. The Google Phone and Motorola customer profiles tell us their typical customers likely belong to the well-off Leading Lifestyles Helix Community. People in this community tend to have high income, be highly educated, successful and career-focused. They enjoy sophisticated city living to the max.
A key difference between the two sets of customers is the different age groups each handset appeals to with over half of Google Phone users (56%) under the age of 35 whereas this is reversed for Motorola – nearly two-thirds (63%) of Motorola phone users are aged 35+.
The differing customer base each handset appeals to is brought out when analysing which Helix Personas within the Leading Lifestyles Community tend to be attracted to each of these handsets.
The typical Google Phone customer likely belongs to the Bluechip or Social Progressives Helix Personas. Those in the Bluechip group are predominantly high income, well educated, and enjoy the kind of privileged lifestyle envied by the average Australian. Those in the Social Progressives group tend to have a strong social conscience, and at the same time, have a desire to indulge in their passion for the best of big city living.
The typical Motorola customer likely belongs to the Savvy Self-Starters Helix Persona, predominantly focused on achievement and demonstrating their success to the world, but more cautious and more conservative than most of their Leading Lifestyle peers.
While both Google Phone and Motorola customers are more likely than the average Australian to have been to the ballet or opera, Google Phone customers are more likely to have been to a professional sports event or held a dinner party, whereas Motorola customers are less likely to have done so.
Motorola customers are more likely to have been to the casino or worked on a car, while Google Phone customers are less likely than the typical Australian to have done so.
In terms of media consumption, Motorola customers are more likely than Google Phone customers to read catalogues, whereas Google Phone customers are more likely to read magazines. Both Google Phone and Motorola customers are more likely to go to the cinema compared to the average Australian.
Leading mobile handset provider customer satisfaction ratings
Source: Roy Morgan Single Source Australia, December 2017 – November 2018, n = 13,452. December 2018 – November 2019, n= 12,330. Base: Australians 14+ who use a main mobile phone handset.
Roy Morgan Customer Satisfaction Awards
The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, engagement, loyalty, advocacy and NPS® across a wide range of industries and brands. This data can be analysed by month for your brand and importantly your competitive set.
Need to know what is driving your customer satisfaction?
Check out the new Roy Morgan Customer Satisfaction Dashboard at https://www.customersatisfactionawards.com
For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
