Press Release

Satisfied Vacuum Purchasers Serve as Brand Advocates, J.D. Power Finds

Dyson Ranks Highest in Two Vacuum Segments; Shark Ranks Highest in One

TROY, Mich.: 13 May 2020 — With 44% of vacuum purchases taking place online—and currently limited shopping in stores—word of mouth is playing a more significant role in vacuum purchases, according to the J.D. Power 2020 Vacuum Satisfaction Study,SM released today.

“The fielding of this study took place pre-pandemic and we found then that more consumers were making their vacuum purchases online,” said Christina Cooley, director of the @Home practice at J.D. Power. “With minimal retail shopping taking place during this time, creating an inability to physically touch and feel vacuums in stores, manufacturers have an opportunity to use their current customer-base as brand advocates to further encourage online vacuum purchases.”

Study results show that those who received recommendations from friends and family during the shopping process were more likely to purchase online, are more satisfied with their experience, and are now providing more positive recommendations to others. 

Study Rankings

Dyson ranks highest in the canister segment with a score of 847. Miele (844) ranks second and Dirt Devil (833) ranks third.

Dyson ranks highest in the stick segment with a score of 859. Shark (855) ranks second.

Shark ranks highest in the upright segment with a score of 867. Dyson (853) ranks second.

The 2020 Vacuum Satisfaction Study is based on responses from 3,828 customers who purchased an upright, stick and/or canister vacuum in the past 12 months. The study was fielded from January-March 2020.

For more information about the U.S. Vacuum Satisfaction Study, visit

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power has offices serving North America, Asia Pacific and Europe.

Media Relations Contacts
Geno Effler; Costa Mesa, Calif.; 714-621-6224; [email protected]
John Roderick; St. James, N.Y.; 631-584-2200; [email protected]

About J.D. Power and Advertising/Promotional Rules:

2020 Vacuum Customer Satisfaction Study
2020 Vacuum Customer Satisfaction Study
2020 Vacuum Customer Satisfaction Study
Media Contacts