Canadian cellphone users are most satisfied with their service if they're signed up with Koodo and least satisfied if they subscribe to Rogers Wireless, an annual survey by a U.S. market research firm has found.
Koodo, which is owned by Telus, scored 765 out of a 1,000 points, while Rogers scored 662 in J.D. Power & Associates' 2013 Canadian Wireless Total Experience Study, released Thursday. The ratings are based on a survey of 13,300 mobile phone customers in September 2012 and March 2013 and take into account:
- Network quality.
- Cost of service.
- Account management.
- Offerings and promotions.
- Customer service.
- Sales process.
In general, smaller "stand-alone" wireless providers that don't bundle their services with cable or internet received higher ratings than the four bigger, "full-service" providers: SaskTel, Telus, Bell Mobility and Rogers Wireless.
Among the smaller wireless providers, only Fido, which is owned by Rogers, scored lower than Sasktel, which topped the larger providers for the second year in a row with a score of 712. The average score overall was 691, almost unchanged from 685 in last year's survey.
Total Ownership Experience Index Ranking 2013
|1. Koodo Mobile||765|
|2. Virgin Mobile||744|
|3. WIND Mobile||729|
|4. Public Mobile||726|
|6. PC Mobile||714|
|7. Solo Mobile||713|
|10. Telus Mobility*||699|
|11. Bell Mobility*||674|
|12. Rogers Wireless*||662|
Source: J.D. Power & Associates
The study found that the average monthly wireless bill was $77, up from $68 in last year's survey. Adrian Chung, lead author of the study, said increasing smartphone and data use was a contributing factor.
Among survey respondents, 49 per cent had a data package and paid an average of $86 a month. Those who did not have a data package spent an average of $65 a month.
Sixty-three per cent of respondents had a smartphone, up from 54 per cent in last year's survey. Apple was the most popular brand (31 per cent of users) followed by Samsung and Blackberry, with 22 per cent each.
Other findings of the survey were that respondents:
- Used their mobile devices to check email an average of 11 times a day.
- Accessed the web on their mobile device an average of eight times a day.
- Sent and received 15 texts a day on average, up from 13 in 2012.
The study also found that cellphone users who accessed customer service via the internet were more satisfied than those who called their wireless carrier or visited a store.