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