Consumers are raising the bar for what they expect from their home electronics and appliances, and shiny new features will only impress them so much.

According to the American Customer Satisfaction Index (ACSI^®) Household Appliance and Electronics Study 2025, satisfaction remains steady across televisions and personal computers (PCs) — 82 and 81 (on a scale of 0 to 100), respectively — and up just 1% to 81 for household appliances. The vacuum cleaner industry debuts with an ACSI score of 79.

Yet, as brands race to introduce new technologies and smarter devices, the real battleground is shifting from product innovation to the overall customer experience.

“Manufacturers are discovering that the true test isn’t just in delivering the latest tech, but in providing reliable, high-quality service that meets rising consumer expectations,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “In this competitive market, value and support matter as much, if not more, than innovation. The brands that can deliver on both fronts while listening, adapting, and evolving alongside their customers will set the pace for what comes next.”

Samsung maintains grip on television industry

Televisions remain one of the most competitive industries measured by the ACSI — just 3 points separating the highest- and lowest-scoring companies — as all companies achieve scores in the 80s.

Despite slipping 1%, Samsung still leads the way with an ACSI score of 83. The industry leader continues to be a pioneer in introducing cutting-edge technology and sets the standard in the premium higher-price categories.

Hisense and Vizio, each up 1% to 82, tie for second place. The brands are making strong plays in the U.S. market, leveraging quality retail relationships and a high value proposition. LG (down 1%) and TCL (up 3%) are next at 81 apiece — the latter making the biggest strides in the industry — while Sony brings up the rear after sliding 1% to an ACSI score of 80.

At an industrywide level, ratings of the individual customer experience benchmarks are largely consistent year over year. The highest marks go to fundamental product attributes like image quality, durability, ease of set up, and ease of using the remote. The lower marks are with the outcome of service repairs, courtesy and helpfulness of technicians, repair timeliness, and call center satisfaction.

Apple’s fall gives HP its opening in the PC industry

While overall industry satisfaction is unmoved, individual personal computer brands experience notable changes.

Apple (82) cedes the top spot to HP (down 1% to 83) after tumbling 4% year over year. The latter combines high-quality products with a strong value proposition to lead all competitors in overall satisfaction.

Dell, which is leaning into AI PCs, stands out in 2025 as the only measured brand to see customer satisfaction improvement, gaining 3% to move into a second-place tie with Apple. Samsung and Lenovo remain middle of the pack after modest 1% declines to 81 and 79, respectively. Amazon (78) and Asus (76) both suffer 3% drops, while Microsoft (76) and last-place Acer (75) decline 4% each.

The effort to harness new technology, cater to growing customer demands, and compete with other global leaders has led to high ratings across nearly all the individual characteristics measured in the survey. Computer design leads the way, followed closely behind by the availability of software or applications and graphics/sound quality. Meanwhile, call center satisfaction is the lowest-rated aspect of the PC user experience.

As for device types, 7 points separate the overall rating for desktop satisfaction (84) and tablet satisfaction (77). While laptop satisfaction is unchanged at 81, desktop user satisfaction increases 2% and tablet satisfaction falls 5%.

Samsung joins Whirlpool atop household appliances

Only 2 points separate the highest and lowest brands in the household appliance industry, which includes major kitchen and laundry appliances.

Samsung (up 1%) now shares the lead with Whirlpool (down 1%) with ACSI scores of 82. LG (down 1%) sits a point off the leaders at 81, followed by Bosch, Electrolux (up 1%), and Haier (up 1%) — which also includes the GE and Hotpoint brands — at 80 apiece. After experiencing strong U.S. sales growth in 2024, Bosch sees the largest gain in the industry, climbing 3% year over year.

In terms of appliance types, Whirlpool leads the over-the-range microwave (85) and refrigerator (84) segments outright and ties Samsung for highest dryer satisfaction (82). LG claims the top spot in washers (84) and ties Bosch atop dishwashers (82). Haier takes first in the combined range/cooktop/oven segment with a score of 83.

The reliability of mobile apps used in relation to household appliances jumps 4% to lead all other benchmarks. A series of product-based attributes follows, with high marks for capacity, durability, and design. Overall, the outcome of service repairs improves, up 4%. Similarly, the service repair timeliness (up 3%) is better. However, the lower scores for service shine a light on the opportunity companies have to distinguish themselves, whether that’s choosing the right appliance, day-to-day usage, or service and customer interactions.

Samsung sweeps away the competition among vacuum cleaners

Samsung takes the top spot in the inaugural vacuum cleaner measurement with an ACSI score of 82. Shark (81), Bissell (80), and Dyson (80) are all close behind.

iRobot’s Roomba robotic vacuum cleaner scores 78, just ahead of Dirt Devil and Eureka at 77 apiece. Electrolux and Hoover finish in last place with ACSI scores of 76.

Industrywide, ease of operation tops the list of benchmarks. The ease of emptying the canister or dust collector is also rated high, with some models now including self-cleaning features as manufacturers look for innovative ways to reduce user burden.

In general, vacuum owners have great success with the outcome of their service repair and the ease of arranging service. The timeliness of the repair is rated slightly lower, while the lowest service-based score is given to the courtesy and helpfulness of the technician.

The ACSI Household Appliance and Electronics Study 2025 is based on 16,205 completed surveys. Customers were chosen at random and contacted via email between July 2024 and June 2025. Download the full study and follow the ACSI on LinkedIn and X at @theACSI.

No advertising or other promotional use can be made of the data and information in this release without the express prior written consent of ACSI LLC.

About the ACSI

The American Customer Satisfaction Index (ACSI^®) has been a national economic indicator for over 25 years. It measures and analyzes customer satisfaction with about 400 companies in about 40 industries and 10 economic sectors, including various services of federal and local government agencies. Reported on a scale of 0 to 100, scores are based on data from interviews with roughly 200,000 customers annually. For more information, visit www.theacsi.org.

ACSI and its logo are Registered Marks of American Customer Satisfaction Index LLC.

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"In this competitive market, value and support matter as much, if not more, than innovation. The brands that can deliver on both fronts while listening, adapting, and evolving alongside their customers will set the pace for what comes next."