Wireless Carriers and ISPs See Customer Satisfaction Gains

Customer satisfaction is improving across the telecommunications landscape, according to the latest American Customer Satisfaction Index (ACSI®) Telecommunications, Cell Phone, and Smartwatch Study 2026. The report points to stronger network performance, improved reliability, and growing consumer confidence in both connectivity services and mobile devices.

The internet service provider (ISP) industry posted a 1% increase in customer satisfaction, reaching an ACSI score of 73 on a 100-point scale. Fiber and non-fiber providers each improved by one point, with fiber ISPs climbing to 76 and non-fiber providers rising to 71.

Wireless service providers recorded even stronger momentum, with satisfaction increasing 3% to an all-time high score of 77. The gains were widespread across the industry, including a 4% increase among full-service mobile virtual network operators (MVNOs), which also reached 77. Mobile network operators (MNOs) improved to 76, while value MVNOs climbed to 79.

The study also found renewed growth in customer satisfaction with cell phones, which increased 1% to 79 following a significant decline the previous year. Traditional performance features such as voice calling and text messaging remained the highest-rated functions among users. Notably, artificial intelligence capabilities were measured for the first time and debuted with a strong score of 85, reflecting growing consumer interest in AI-enabled device experiences.

Flagship smartphones significantly outperformed other device categories, earning a satisfaction score of 82 compared with 76 for legacy devices and 72 for foldable phones.

Smartwatch satisfaction remained unchanged at 77 in the study’s second year tracking the category. Despite the flat overall score, customer experience benchmarks improved across the board, particularly in service and repair interactions.

“What we’re seeing this year is the payoff from providers getting the basics right,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Network performance is improving, outages are less frequent, and core functions like calling and texting are generally reliable."

Morgeson continues, "But as the baseline rises across internet, wireless, and devices, ‘good enough’ keeps getting redefined. With new competitors and technologies entering the market, providers can’t coast on fundamentals alone. They need to build on that foundation with meaningful innovation and better value.”

Internet Service Provider Competition Intensifies

Among fiber providers, Verizon 5G Home Internet rose 3% to tie AT&T Fiber at the top spot with a score of 79. Brightspeed Fiber posted one of the largest gains in the category, jumping 8% to 78. Xfinity Fiber and Optimum Fiber also improved, reaching 77 and 74, respectively.

In the non-fiber segment, Cox increased 6% to 72, while CenturyLink climbed 8% to 67.

The 2026 study also introduced regional rankings for non-fiber internet providers. The West experienced the strongest year-over-year improvement, with average satisfaction rising from 68 to 72. T-Mobile 5G Home Internet led the region with a score of 80, followed closely by Verizon 5G Home Internet at 79.

The Northeast improved to 71 overall, while the Midwest remained stable at 71, suggesting a more mature and competitive market environment. In the South, satisfaction increased modestly to 72, led by Verizon 5G Home Internet and T-Mobile 5G Home.

Wireless Providers Show Narrow Performance Gaps

National wireless carriers remained tightly grouped in customer satisfaction scores, ranging from 76 for Verizon and AT&T to 78 for T-Mobile.

The report noted that while network quality and reliability continue to improve, these capabilities are increasingly viewed as baseline expectations rather than competitive differentiators. Instead, customer experience improvements related to digital engagement, ease of use, and service reliability helped drive higher satisfaction scores across the industry.

Samsung Leads in Phones and Shares Top Smartwatch Ranking

Samsung retained the top position in cell phone satisfaction with a score of 81, narrowly ahead of Apple at 80. Google and Motorola each improved to 77.

In smartwatches, Apple and Samsung tied for the highest satisfaction score at 80 after Samsung experienced a slight decline. Google Fitbit improved significantly to 78, while Garmin and Google Pixel entered the rankings with scores of 76 and 74, respectively.

The study found broad improvements in smartwatch design, durability, connectivity, app integration, and service experiences, helping narrow the gap between smartwatch and smartphone support expectations.

The ACSI Telecommunications, Cell Phone, and Smartwatch Study 2026 is based on 26,963 customer surveys collected between April 2025 and March 2026.

Source: American Customer Satisfaction Index (ACSI^®)

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