HTC in a Word: ‘Phones’, ‘Unknown’, ‘Innovative’

Almost half of respondents have little impression of HTC, saying they were unfamiliar with the company or simply describing its industry. When asked what one word comes to mind when thinking about HTC, the most frequent answer was simply phones.

In a national survey by Researchscape, conducted September 8 to 30, 2012, with 1,030 adults, 41% of respondents used a positive term to describe the company, 47% a neutral one, and 13% a negative. HTC was the only company with the plurality of responses being neutral. Impressions didn’t vary by gender or age.

Many know the company simply by its industry: phones, mentioned by 113, technology mentioned by 15, Android by 14, mobile by 11 and cellphones and smartphones, each mentioned by 7. Quite a few just didn’t know the company at all: 102 just answered unknown, 17 asked who?, 11 said unfamiliar and 10 unsure.

The most mentioned positive word was innovative, mentioned by 28 (compared to 157 who used the word to describe Apple and 103 who used it for Google). Another 26 described HTC as good, 18 said quality and 17 said sleek.

There weren’t many negatives: 10 said boring, 6 mediocre, and 5 each for broken, expensive and obscure.

Count	Term	Sentiment
113	Phones	0
102	Unknown	0
28	Innovative	1
26	Good	1
21	Okay	0
18	Quality	1
17	Sleek	1
17	Who	0
15	Technology	0
14	Android	0
14	New	1
14	Smart	1
13	Cool	1
12	Average	0
12	Decent	1
11	Cheap	0
11	Competitive	1
11	Mobile	0
11	Reliable	1
11	Unfamiliar	0
10	Boring	-1
10	Unsure	0
9	Great	1
9	Nothing	0
8	Interesting	1
7	Cellphones	0
7	Fast	1
7	Nice	1
7	Popular	1
7	Smartphones	0

Only 1 respondent out of 1,030 identified HTC as the company they admired the most.

According to an ACSI LLC survey of 250 respondents per company, customer satisfaction with HTC is at 75 out of 100, just above the industry average for cellular telephones of 74. HTC is tied with LG Electronics and Nokia for satisfaction but is far behind the leader, Apple, rated 83 out of 100.