Smartphone Users Not Brand Loyal - Except iPhone Users - InformationWeek
IoT
IoT
Mobile
Commentary
11/29/2010
08:51 AM
Eric Zeman
Eric Zeman
Commentary
50%
50%

Smartphone Users Not Brand Loyal - Except iPhone Users

Apple iPhone users are far more loyal to their brand of choice than are users of any other smartphone platform.

According to a new survey coming out of Germany, most smartphone users will happily change brands if they find that their current smartphone doesn't do what they need it to do. The results indicate that only one in four smartphone users plan to stay loyal to their operating system.

Apple iPhone users score the highest on the loyalty yardstick, with 59% saying they planned to stay with the iPhone. Research In Motion's BlackBerry platform came in second, with 35% saying they'd choose another BlackBerry. Google's Android platform rated 28%, Nokia's Symbian platform rated 24%, and Microsoft's Windows Phone rated the lowest, at 21%. (The study doesn't mention HP/Palm's webOS platform.)

Ryan Garner, the lead analyst on the survey, told Reuters in an interview, "Loyalty with a handset is a lot more complicated these days in that people buy into experiences at the high-end level. If a phone doesn't do what it says it will do or what the owner hopes it will do, the maker will lose loyalty."

The company that conducted the survey, Gfk, polled some 2,653 users in Brazil, Germany, Spain, Britain, the United States and China during October and November. About 37% of the respondents (excluding China) noted that they planned to upgrade their phone with their next purchase, though the survey didn't spell out what features those users were seeking.

Most smartphones already cover the basics, which features such as 1GHz processors, 3G, Wi-Fi, GPS, 5+ megapixel cameras, Bluetooth, app stores, and large touch displays. Smartphones that have appeared in the last six months tend to have larger, higher-resolution displays, and better cameras. Perhaps that is what smartphone users are looking for when it comes time to upgrade.

For smartphone makers, it isn't enough to convince consumers to but once. They need to convince them to buy over and over again.

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of IT Report
In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
Video
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll