Despite “significant gains” by AT&T and Comcast, Verizon Communications was the top U.S. brand in the cable/satellite TV sector, according to Satmetrix’s 2013 Net Promoter Industry Benchmarks report, a study that ranks customer loyalty for more than 200 brands across 22 industry sectors.
Satmetrix’s study, based on a survey of more than 24,000 U.S. consumers, awarded Verizon FiOS TV a Net Promoter Score (NPS) of 32 percent, a calculation of customer loyalty based on customers who would recommend a product or service, minus those who would not.
Bright House Networks topped the Internet services sector with an NPS of 29%, getting kudos for the key loyalty driver of “savings from packaged deals,” Satmetrix noted. Among the ISPs ranked in the category, Mediacom Communications was the lowest-ranked, with an NPS score of -27%.
Tracfone (39%) rose 12 points to unseat U.S. Cellular in the cellular/wireless category, while T-Mobile retained its last-place finish from 2013, with an NPS of 6%, penalized particularly for the value of its service/bundles and network coverage.
But they could all do better. The broader telecommunications category they’re all part of received an NPS score of just 16%, the lowest average among the industry groups studied.
Netflix’s NPS of 50% gave the streaming giant a commanding lead over Google Play, Amazon Prime/Amazon Instant Video, Apple iTunes and Microsoft Xbox Music/Xbox Video in the online services category. Blockbuster On Demand, now part of Dish Network, earned the lowest sector NPS, with a score of 2%.
In the Technology category, Apple was tops in tablets (iPad, 65%), smartphones (iPhone, 70%) and laptops (76%).
Other industries covered by the Satmetrix report include retailing, travel and hospitality and insurance. The survey ranks companies on products based on the Net Promoter question: “On a scale of 1-10, how likely is it that you would recommend this product or service to a colleague or friend?” That score is then used to calculate the company’s overall Net Promoter Score to measure customer loyalty.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
Thank you for signing up to Multichannel News. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.