Seems on par with my Galaxy S4...but the thing is I need a portable charger to go with a 5S if I'm using one.
Friend has an S4 and it certainly gets better battery life than that.
If you have everything turned on, maybe not, but that's a slight user error. Friends usually have me set their phones up for them and the first thing I do before anything is uninstall/disabled all Bloatware and Samsung/Google Apps they don't use and go through all settings to enable and disable features that they do or don't use.
I got better battery life than that on my Galaxy S II Skyrocket and Galaxy S III with Stock TouchWiz Nature UX ROMs (I've never rooted or used custom ROMs).
I'd say the background refresh and Location services would be the first thing I'd check. Also check which apps are installed and have permission for Location and Background Refresh.
iCloud Backup can still affect your battery because if your phone isn't getting a good amount of amperage from the charger (too many things plugged in, using a weaker 3rd party charger, bad vable or charger plug) there is still the possibility that the data transfer may overpower the charge. Same for Photo Stream, especially if you take a lot of pictures with your phone.
If you have any Shared Photo Streams that are active, I believe those *are* updated over Cellular.
Phone calls tend to drain the iPhone battery faster than many Android phones that I've used. I noticed the iPhone also had to work harder for reception than a lot of other phones that I've owned.
"Usage" is too vague. "Usage" can mean you were playing music with the screen off for 4 of those hours, and playing audio using very little power on any modern smartphone. Have to see screen on time to really know how the battery is measuring up to usage.
Lastly, Apple uses tiny batteries in the iPhone so expectations need to be kept in check IRT what kind of battery life the phone should be getting. It's not going to be amazing until moderate to high usage, but it should be decent. The phone does charge quickly to 80% so as long as you can give it a bump in the middle of the day it should be fine for almost anyone. It won't be able to compete with most of the newer flagships on other platforms for moderate to heavy mixed usage for battery life. I didn't find the battery life to be bad on mine when I had it, though I was griefed by the fact that it uses a proprietary charger (can't just plug it in in the car using someone else's micro USB charger when you're riding and not using it).