Amazon bites into Apple’s control in the PC market
If it feels like everyone is on their smartphone these days, it’s because they probably are.
Consumers are now using their mobile devices to complete tasks – such as web browsing, banking, shopping, entertainment, etc. – that were once reserved for computers. However, if you were under the impression customers would abandon personal computers (PCs) merely because of overall satisfaction with their phones, you’d be sorely mistaken.
According to our latest Household and Electronics Report, customer satisfaction with PCs remained stable at 77 (on a scale of 0 to 100).
Interestingly enough, in an industry consisting of desktops, tablets, and laptops, it’s the desktops that garner the most love among consumers (up 4 percent to 83), followed by tablets (up 4 percent to 80) and laptops (down 3 percent to 75).
Of course, when you take a closer look at individual PC makers, the picture becomes even clearer.
These brands are riding high
Any way you slice it, the story remains the same: Apple leads all PC makers in customer satisfaction. The brand has an ASCI score of 83 and has the highest marks in almost every aspect of customer experience, including features, apps, and design. Clearly, customers remain drawn to the clean, sleek look and feel of Apple products.
But Apple isn’t running away with the show.
After a 4 percent spike this year, Amazon leaps into a tie for second place at 82. You can chalk up Amazon’s rise to the strength of its tablet. Users give it high marks for design, sounds and graphics quality, and ease of operation.
Samsung joined Amazon with an ASCI score of 82, the same mark from a year ago. However, while customer satisfaction with Samsung remains high, it trails its competitors in most key features, including operating system, preloaded apps, and data storage.
These brands are playing catch up
While Amazon’s PCs are satisfying customers, other big-name brands are trending in the wrong direction. Which brings us to Dell and Toshiba, two companies that have a lot of work to do.
When your processor speed is an issue and your machines consistently experience system crashes, you’re going to struggle to win over the masses. These are the problems Toshiba faces, as it experienced a 5 percent drop — the largest among PC makers — to an ASCI score of 71. This is Toshiba’s lowest score to date, and unfortunately it’s not the only company that’s failing to impress consumers.
Dell is down 4 percent year over year to an ASCI score of 73. This is partially because where companies like Apple thrive from a design standpoint, Dell is struggling to keep up with competition. If this doesn’t change, Dell might have difficulty digging itself out of its current hole.
What PC customers want
Desktops continue to serve as the preferred devices of business users and gamers who require power and functionality. And with the gaming industry reaching broader popularity than ever before, it’s hard to imagine desktops ever becoming completely unnecessary.
Unfortunately, over the last year, the PC industry as a whole has experienced a decline in customer satisfaction in key areas. For example, customers care about the product’s design, where the ACSI score has dropped to 82. They care about accessories, software and apps, and graphics and sound quality, but customer satisfaction in all three categories has fallen to 80. Systems crashes have become more of a problem (down to 77), features aren’t exciting customers as much (down to 77), and processor speed has slowed, resulting in a 3 percent drop in the ASCI score to 76.
Worst of all, customer service took big hits. Website satisfaction dropped 5 percent to 78 while the accessibility and reliance of call centers suffered a staggering slump down 14 percent to 67.
There is a silver lining. Although most aspects of the PC industry have taken hits in the eyes of its consumers, these are still high marks overall. PCs continue to cater to specific use cases that phones aren’t yet capable of handling.
But if PC manufacturers hope to regain any of the ground they’ve lost in recent years, it’ll take more than just a better call center experience to satisfy customers’ needs.