Apple’s AirPods: a Hit With 98% Customer Satisfaction

Last week, we ran a follow up to the voice assistant research study we published last year around this time. Creative Strategies again partnered with our friends at Experian to see what has changed with voice assistants and explore some new products as well. This year, we added Apple’s AirPods to the study since Siri integration is a key feature of AirPods. In the next few weeks, we will publish more insights around what we learned about the Amazon Echo and Google Home but will focus this article on Apple’s AirPods. We used every available resource to track down as many AirPod owners as we could. In the end, we found 942 people willing to take our study and share their thoughts on Apple’s latest product.

Customer Satisfaction
The big story is customer satisfaction with AirPods is extremely high. 98% of AirPod owners said they were very satisfied or satisfied. Remarkably, 82% said they were very satisfied. The overall customer satisfaction level of 98% sets the record for the highest level of satisfaction for a new product from Apple. When the iPhone came out in 2007, it held a 92% customer satisfaction level, iPad in 2010 had 92%, and Apple Watch in 2015 had 97%.

While the overall satisfaction number is remarkable, a second question we asked of these owners stood out even more. We used a standard benchmark question called a Net Promoter Score, which ranks a consumer’s willingness to recommend the product to others. This ranking is on a scale of 0 to 10 with 10 being extremely likely to recommend and 0 being not likely at all to recommend. It was this number that surprised me. Apple’s Net Promoter Score for AirPods came back as 75. To put that into context, the iPhone’s NPS number is 72. Product and NPS specialists will tell you anything above 50 is excellent and anything above 70 is world class. According to Survey Monkey’s Global Benchmark of over 105,000 organizations who have tested their NPS, the average is an NPS of 39.

This incredibly high Net Promoter Score intrigued me for another reason. We know from profiling questions that most Apple AirPod owners fall into the early adopter category. This is not surprising since early adopters are generally the first among people to buy new technology products. We discovered something interesting in the first few sets of early Apple Watch research, as well as our studies on Echo and Google Home — early adopters tend to not give products high recommendations. The first few studies we did on Apple Watch had a lower NPS as did the Amazon Echo and Google Home. Early adopters tend to understand they buy products early and, oftentimes, they do not feel those products are ready for the mainstream. Certainly, a product’s NPS ratings goes up or down over time, but our experience and years of data on this subject are clear that early adopters rarely give new technology products a high NPS. AirPods broke the mold in this case as even the harshest critics and users of new technology (early adopters) felt AirPods are ready for the mainstream.

We asked respondents to briefly explain their ranking and an analysis of the most frequently used words by respondents were:

  • Fit
  • Magic
  • Sound Quality
  • Convenient
  • Love
  • Good Sound
  • Battery Life

While those were some of the most common words used by our participants, many general themes in the write-in section were quite telling. Folks raved about the pairing process with their phone. Many indicated how surprised they were by how well they worked citing bad experiences with prior Bluetooth headphones. Another common theme I spotted in the write-in section was consumers saying they did not realize how convenient and useful wireless headphones were since AirPods were their first pair. Many indicated they liked the AirPods even more than they thought they would. That’s always a sign of a great product.

While there was some negativity in the write-in section, it was mostly around concerns or issues with fit or connectivity problems. But these were certainly an extreme minority.

Feature Satisfaction
We took the study a little deeper as well, looking at customer satisfaction around certain features.

I charted the top six features with the highest satisfaction. The number that stood out most in this top list of features is comfort and secure fit. There was a great deal of debate about AirPods when they first came out that not having a cable means it will make them not stay in or people will lose them easily if they fall out. We can now dispel that myth as Apple has designed a product that fits most people’s ears and, more importantly, fits securely and do not fall out for the vast majority of owners. Only 4.6% of AirPods owners who participated in the study said they were dissatisfied with the fit and ability to fit snugly.

Consumer Sentiment for AirPods
Lastly for the AirPods part of our study, we added some general sentiment questions to see what kinds of feelings or emotions consumers agreed/did not agree with regarding AirPods. A couple of stand out answers are worth mentioning.

  • 84% of respondents strongly or somewhat agree that using just one AirPod at a time makes sense in certain situations. This means AirPod owners are actively using just one AirPod at a time in some contexts. Not necessarily a new behavior if we reflect back to the Bluetooth earpiece days for making calls, but certainly an additional value proposition to Bluetooth headphones as a category.
  • 88.97% of respondents strongly or somewhat agree AirPods consistently pair to their iPhone as soon as they put one in their ear. While Bluetooth reliability has come a long way, we know many Bluetooth headsets on the market do struggle with pairing consistently quite often. This data point suggests instant pairing reliability of AirPods is quite high.
  • 82.5% of consumers would like more control over their content by tapping the AirPods to do things like turn volume up or down or skip to next song. Right now that can be done manually or by asking Siri to turn the volume up or down or skip to next song but it appears some way to have more control of media by touching or tapping the AirPods themselves is desirable.
  • 82% of respondents strongly or somewhat agree AirPods are their favorite Apple products launched in recent memory. What makes this question interesting is the fact that, while our respondents mainly lean to early tech adoption, we do not have a massive group of hardcore Apple fanatics. Knowing that makes this question all the more interesting. Overall, our respondents feel Apple has released one of the best products in a long time.
  • 62% of respondents strongly or somewhat agree AirPods are causing them to consume more audio content (music, books, podcast, etc) than before they owned AirPods. This is fascinating as it could indicate AirPods become a catalyst for more of Apple or third party services.
  • Lastly, we wanted to see how much our participants in the study still defaulted to old habits or didn’t trust AirPods enough to completely go wireless and fully ditch their wired headphones. To our surprise, 64% of consumers somewhat disagree or strongly disagree they keep wired headphones handy just in case AirPods don’t work.

Apple has accomplished a rare feat we have not seen in many years of studying owners of brand new technology products. They have succeeded at delivering a product with an industry best customer satisfaction rating and Net Promoter Score rating. Those two things alone highlight the quality of AirPods overall and the reality that there will be very few unhappy owners of Apple’s latest product.

Published by

Ben Bajarin

Ben Bajarin is a Principal Analyst and the head of primary research at Creative Strategies, Inc - An industry analysis, market intelligence and research firm located in Silicon Valley. His primary focus is consumer technology and market trend research and he is responsible for studying over 30 countries. Full Bio

83 thoughts on “Apple’s AirPods: a Hit With 98% Customer Satisfaction”

  1. And in my conception, American women are very unbiased, open-hearted, very constructive. I pay tribute to the work, for example, of Olga Rudenko and the workforce at the Kyiv Unbiased, who’ve worked tirelessly because the invasion, making their news outlet – only fourteen weeks previous when the primary Russian rockets hit Kyiv – probably the most relied-upon English-language information sources in Ukraine. You might help by including missing gadgets with reliable sources. The Ukrainian government has known as on international organizations to additionally assist evacuate the fighters defending the plant. The Russian news company Tass had reported that 50 civilians had been evacuated from the plant on Saturday. “The president’s order has been carried out: All girls, children and the elderly have been evacuated from Azovstal (steelworks),” Deputy Prime Minister Iryna Vereshchuk said Saturday, without elaborating. Ukraine announced that all ladies, kids and elderly had been evacuated from the steel plant, a key Russian battle goal that has lengthy been below siege.

    The time period ‘Russian women’ is applied to indicate not only women from Russia, but Ukrainian girls, Belarus ladies and girls of different former Soviet international locations. Zelenskyy stated Friday that he could be open to negotiations with Russia, but only if Moscow withdraws its forces to pre-invasion positions. ZAPORIZHZHIA, Ukraine (AP) – Russian forces fired cruise missiles at the southern Ukrainian city of Odesa on Saturday and bombarded a steel mill in Mariupol housing Ukrainian civilians and fighters, hoping to complete their conquest of the port city in time for Victory Day celebrations. Yesica Fisch in Zaporizhzhia, Inna Varenytsia and David Keyton in Kyiv, Yuras Karmanau in Lviv, Mstyslav Chernov in Kharkiv, Lolita C. Baldor in Washington and AP workers around the world contributed to this report. During her career, she has been russia for a lot of famous people and broadly identified organizations on this planet of trend. As Russia’s Monday holiday commemorating Nazi Germany’s defeat in World Struggle II approached, cities across Ukraine prepared for an expected increase in Russian assaults.

    In different developments, a Russian missile on Saturday destroyed a Ukrainian nationwide museum dedicated to the life and work of an 18th-century philosopher, the native council said. “We are also engaged on diplomatic options to avoid wasting our troops who are still at Azovstal,” he said in his nightly video deal with early Saturday. Nonetheless, there are some recommendations, which can assist you build a long and blissful relationship with a girl from this nation. Many of the web sites provide English translation that will help you navigate the platform simpler and most of the ladies speak some English whereas others are fluent. “They want our assist badly,” mentioned Serhii Kuzmenko, 31, who fled with his wife, 8-yer-previous daughter and four others from their bunker, abandoning another 30. “We must get them out. Solely then can I get an thought of the potential of chemistry there. Particularly, Premium members can ship instantaneous messages (there is a reside chat with stickers, emojis, and the opportunity to attach media files), Mails (longer letters up to 3,000 characters every), present delivery, and access to members’ personal photos and profile movies.

    The devotion to their companion, parents, kids, and other family members are highly valued by residents in Western societies. Russians are very pleasant and warm individuals. The vast majority of western males fear getting married to a lady who may be completely international to those people. Russian blonde singles often get married immediately after college and have charmdate review been on maternity go away for years giving beginning to kids one after the other. A Russian spouse laid down two floor rules after giving her soldier husband permission to “rape” women during the invasion of Ukraine. Female well being employees and entrepreneurs are providing essential companies and items to the conflict-affected population, with women’s organisations on the ground leading humanitarian assistance, advocacy and public outreach to support their communities. We commend the work of Prosecutor General Iryna Venediktova, in main Ukraine’s response to those despicable acts, and the feminine regulation enforcement officers, civil society representatives and human rights defenders that continue to perform their work with dignity, regardless of the hardships being confronted by many. As reported by the United Nations, many feminine leaders at all ranges in Ukraine have been taking charge by spearheading the country’s humanitarian response, joining the military or main public service delivery.

  2. I’m amazed by the practicality of this article. It not only provides theoretical knowledge but also offers actionable steps that readers can take to implement the concepts discussed. The author’s guidance is invaluable.

  3. Thank you for the auspicious writeup. It in fact was a amusement account it.

    Look advanced to more added agreeable from you!
    By the way, how can we communicate?

  4. Я нашел эту статью чрезвычайно познавательной и вдохновляющей. Автор обладает уникальной способностью объединять различные идеи и концепции, что делает его работу по-настоящему ценной и полезной.

  5. Я хотел бы выразить признательность автору за его глубокое понимание темы и его способность представить информацию во всей ее полноте. Я по-настоящему насладился этой статьей и узнал много нового!

  6. That is really fascinating, You’re an excessively skilled blogger.
    I have joined your rss feed and look forward to in search of more of
    your fantastic post. Additionally, I’ve shared your site in my social networks

  7. Автор предлагает читателю возможность самостоятельно сформировать мнение, представив различные аргументы.

  8. Автор статьи предоставляет важные сведения и контекст, что помогает читателям более глубоко понять обсуждаемую тему.

  9. What i don’t understood is actually how you’re not really much more well-liked than you may be now. You are so intelligent. You realize thus significantly relating to this subject, produced me personally consider it from a lot of varied angles. Its like women and men aren’t fascinated unless it抯 one thing to accomplish with Lady gaga! Your own stuffs excellent. Always maintain it up!

  10. Мне понравилась объективность автора и его способность представить информацию без предвзятости.

  11. Автор статьи предоставляет подробное описание событий и дополняет его различными источниками.

  12. I know this if off topic but I’m looking into starting my own weblog and was wondering what all is required to get set up? I’m assuming having a blog like yours would cost a pretty penny? I’m not very web smart so I’m not 100 sure. Any suggestions or advice would be greatly appreciated. Cheers

  13. You have made some good points there. I looked on the net for additional information about the issue and found most individuals will go along with your views on this web site.

  14. Промокод на 1000р. от GoToTop на первую кампанию!
    DT5X885Q GoToTop – это сервис массового размещения ссылок.
    Хорошая по качеству и большая по объему ссылочная масса обеспечивает более высокие позиции сайта в поисковой выдаче.
    * Вы можете воспользоваться бонусом
    при заказе любого пакета услуг на сайте GoToTop.
    ** Кому подойдет: Владельцам сайтов, админам, специалистам в области разработки сайтов и всем другим, кто заинтересован в росте позиций своего сайта.

  15. Wydajność erekcyjna wydaje się być jednym wraz z w największym stopniu kruchych darów, którymi Pierwowzór Przyroda obdarowała płeć męską. Swobodnie na temat swoim defekt, oraz to więc, że maszyneria fizjologiczny erekcji okazuje się być zestawionym rozwojem, narzucającym konieczność jednoczesnego współpracy nawzajem układów: nerwowego, hormonalnego oraz krążenia tabletki przed stosunkiem potencjaro.

  16. Yet, there’s more. The essence of any successful advertisements platform lies in its simplicity of use. Interestingly, this Russia-based treasure welcomes an easy-to-understand posting process that guarantees even novice users can swiftly advertise their offerings. From uploading images to offering succinct explanations, the process is efficient to save time and hinder barriers.

  17. Do you mind if I quote a couple of your posts as long as I provide credit and sources back to your blog? My blog is in the same niche as yours, and my users would benefit from some of the information you provide here. Please let me know if this ok with you. Thank you.

  18. We are a bunch of volunteers and starting a new scheme in our community. Your site offered us with useful info to paintings on. You’ve done a formidable job and our entire neighborhood will probably be grateful to you.

  19. Hi, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of spam responses? If so how do you stop it, any plugin or anything you can suggest? I get so much lately it’s driving me mad so any assistance is very much appreciated.

  20. I like what you guys are up also. Such smart work and reporting! Keep up the superb works guys I?¦ve incorporated you guys to my blogroll. I think it will improve the value of my web site 🙂

  21. Does your site have a contact page? I’m having a tough time locating it but, I’d like to send you an email. I’ve got some recommendations for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it improve over time.

  22. Simply desire to say your article is as astounding. The clearness in your post is just nice and i can assume you are an expert on this subject. Fine with your permission allow me to grab your feed to keep up to date with forthcoming post. Thanks a million and please continue the enjoyable work.

Leave a Reply

Your email address will not be published. Required fields are marked *