J.D. Power's 2009 Canadian Wireless Customer Satisfaction Study was released this week and topping the list once again was Virgin Mobile.

Now in its fifth year, the study, based on responses from nearly 15,000 mobile phone users, examines perceptions of Canadian wireless customers with their service, mobile phone and retail experience.



Customer satisfaction with contract postpaid service and prepaid service is measured in five factors: call quality; billing; service plan options; cost of service; and customer service.

Among contract postpaid wireless service providers, Virgin Mobile ranks highest with a score of 758 and performs particularly well in the customer service and service plan options factors. Following Virgin Mobile in the segment rankings are Koodo Mobile (755) and Sasktel (716). Koodo Mobile performs particularly well in the billing, call quality and cost of service factors.

Virgin Mobile also ranked highest among prepaid wireless service providers for a fifth consecutive year and achieves a score of 752. Virgin Mobile performs particularly well in all five factors driving prepaid wireless customer satisfaction.

Virgin Mobile Canada was formed in 2004 as a Mobile Virtual Network Operator (MVNO)jointly owned by Bell Mobility and the Virgin Group. In May of this year, Bell Mobility announced that it would acquire the 50% stake in Virgin Mobile Canada that it doesn't already own for $142-million.

Smartphone Ownership and Satisfaction

The J.D. Power study also found that the percentage of wireless customers in Canada who own a smartphone has increased considerably from 25 percent in 2008 to 32 percent in 2009.

Approximately one in three (34%) smartphone users report experiencing a problem with their device compared with only 18 percent of traditional mobile phone users. The most commonly reported problem with smartphones is that the device "freezes" and needs to be rebooted.

Apple ranks highest in customer satisfaction among smartphone brands with a score of 803 and performs particularly well in the features, physical design, operation and operating system factors. Nokia follows in the ranking with a score of 732 and performs particularly well in the battery factor.

Mobile Phone Satisfaction

Sanyo ranks highest in customer satisfaction among traditional mobile phone brands with a score of 709 on a 1,000-point scale. In particular, Sanyo performs well in the features, physical design and battery factors. LG follows in the ranking with a score of 698 and performs particularly well in the operation factor. Sony Ericsson ranks third in the segment with a score of 690.

The 2009 Canadian Wireless Customer Satisfaction Study is based on responses from nearly 15,000 mobile phone users. The study was fielded between September and October 2009.

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