This IDC study discusses the results of IDC's 2013 Consumer Devices Survey. Fielded online in April 2013, the survey asked participants about their current PC, tablet, and smartphone ownership and usage as well as future plans for each device category. We conducted the survey in five countries — the United States, the United Kingdom, Brazil, India, and China — receiving a total of 4,014 responses. The U.S. consumer smartphone market is heading for certain, albeit slower, growth. Underpinning this market is the ever-shifting operating system landscape, which controls the overall user experience and plays an integral role in customer satisfaction and return purchase. Overall, satisfaction levels are high but are not necessarily a lock for repeat purchases.
"While customer satisfaction and intention to repurchase are both high, there is still a tendency for consumers to leave themselves open to other smartphone brands and operating systems," says Ramon Llamas, research manager, Mobile Phones. "This accomplishes three things: first, that most vendors will retain their current customers; second, that they stand to gain more customers; and third, that they stand to lose customers. It is within these last two points where companies must continuously innovate and differentiate themselves so as to stand out in a crowded marketplace."