PCs Follow Negative Trend for Big-Ticket Durables

American consumers are not finding new technology appealing enough to offset pricing across an array of durable products including personal computers, autos, household appliances, and even televisions. For PCs, weak demand is reflected in lower customer satisfaction (-1.3% to 77) as many customers turn increasingly to smartphone use.

For durable products like PCs, prices are not down—if anything, they are rising. The global shortage of NAND flash storage caused an uptick in PC prices, which also contributes to lower satisfaction. But innovation—or lack thereof—is dampening buyer enthusiasm whereby consumers have little incentive to replace or upgrade their PCs. Over the last few years, basic desktop and laptop functionality has not changed much, and innovation is moving more slowly around the margins.

Among PC makers, the top of the industry for customer satisfaction is driven by Apple and Samsung—mirroring results for the cell phone category. High-scoring Apple has led the PC industry for years, while Samsung, first measured in 2015, has sprinted up to nearly catch the leader. The two companies’ cell phone offerings also run nearly neck-and-neck, and some of their individual smartphone brands earn very high scores in the upper 80s. In ACSI’s smartphone brand study released last spring, Apple’s iPhone SE ranks first among 20+ phones at 87, followed by Galaxy S6 edge+ (86), iPhone 7 Plus (86), and Galaxy S6 edge (85).

On the computer software side, customer satisfaction wanes 3.7% to 78 as both smaller companies and Microsoft tumble—the latter declining even as it transforms into a supplier of cloud-based services. Despite MS increasing the frequency of feature updates, both Windows and the Office Suite have yet to give users improvements that are compelling enough to propel higher satisfaction.

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