Technology NPS benchmarks

When reporting our most recent set of Net Promoter Score results to my team, I decided to dig around for some benchmarks across the industry. This data's mostly locked away in expensive reports, but here's what I found from various public articles and PR pieces pimping said reports. These are mostly 2013ish figures, measured by third parties. Treat with hefty pinches of salt.

• Apple (laptops): 76
• FreeAgent: 72
• Apple (iPhone): 70
• Amazon: 69
• Apple (all): 69
• Apple (iPad): 65
• TurboTax: 54
• Google: 53*
• Netflix: 50
• TripAdvisor: 36
• Consumer hardware average: 32
• Blackberry phones: 27
• Microsoft tablets: 26
• Tech industry average: 25
• Consumer software average: 21
• Yahoo Travel: 14
• McAfee: 2

Unclear if this is just search or all Google products. Chris Collingridge has calculated an unofficial Google Search NPS of 79, albeit with likely sample bias.

A 'world class' NPS is 50+, with most companies across all sectors coming in between 5–15. A few outside the tech sector:

• Costco: 78
• Southwest Airlines: 66
• Marriott hotels: 62
• First Direct (UK bank): 62
• Tesco Mobile: 47
• American Express: 41
• Direct Line: 20
• HSBC: -13