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Study: few smartphone owners loyal, iPhone the exception

updated 02:10 pm EST, Mon November 29, 2010

GfK says smartphone loyalty only at 25 percent

Only a quarter of smartphone owners plan to stick to their existing choice of OS for their next models with only Apple showing significant loyalty, GfK found in a new study. About 25 percent planned to stay, but only the iPhone had more than half of its owners willing to stay on for the next revision at 59 percent. BlackBerry owners were next closest, but only 35 percent were likely to keep using one of RIM's phones.

Android as a collective platform had just 28 percent loyalty despite the plurality of manufacturers, and the most aged platforms, Symbian and Windows Mobile, were at the back with 24 and 21 percent. The Germany-based research group didn't mention webOS or Windows Phone 7, though their user bases are small and may not have appeared in the study.

Lead analyst Ryan Garner explained the fragility of the market as customers were now putting more emphasis on "high-end level" experiences rather than basic features such as calling. Apps often mattered as part of the experience and thus played into the hands of Apple, whose 300,000 apps made it more likely to fit someone's needs than the 100,000 of Android or 10,000 for the BlackBerry.

About 37 percent of those in the worldwide study with basic phones, excepting China, planned to buy a smartphone as their next replacement, hinting that there was still significant room for growth in smartphone sales in the near term.

The results hinted at a potential Android backlash as those with a more frustrating experience using Google's OS were more likely to use an alternative. Apple might also benefit with a more stable group.

By Electronista Staff


  1. vistate

    Fresh-Faced Recruit

    Joined: May 2008



    Its because of the cool-aid - why else???

  1. iphonerulez

    Dedicated MacNNer

    Joined: Nov 2008


    Android users are about the most disloyal

    bunch of consumers you'd probably ever want to deal with. Always jumping to something that's CHEAPER so they can save a few pennies over a two-year contract. That and along with OS fragmentation is enough to keep any Android user on the move. That's why I never comprehend why analysts make such a big deal over Android outselling iOS devices. Hardly any single company is going to make any money from it. A hundred million handsets divided over a 100 Android smartphone vendors is a financial disaster in the making. Better to have a stable repeat customer base then messing with consumers that will jump to some other brand merely because they're offering a BOGO deal. Android OS devices are just another dog eat dog race to the bottom and I why analysts fail to see this, I'll never understand. What loyal Porsche owner would give up his solid ride for two or even three Kia Fortes?

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