In a recent survey conducted by the GfK Group, 4,500 people (in Britain, France, Germany, Italy, Spain, Brazil, China, the United States and Japan) were asked about their smartphone usage habits and how important the operating system is to them.
When asked about what phone the respondents are likely to go for when switching from their existing handsets, 84% said that they will stick with the iPhone; 60% said they will go for an Android handset again; only 48% said they will remain with RIM’s smartphones. On average, 63% of users will replace their existing handset with a newer version of the same, making a switch from one platform to the other.The reason for such high brand loyalty? There are three:
- 33% of respondents cited disrupting their current smartphone set-up (i.e. the apps and features I use) - 29% – having to learn how to use another type of smartphone - 28% – having to move their content (music, video, books, apps) from one type of smartphone to another
“The barriers to switching smartphones show the importance of the age-old mindset, ‘if it ain’t broke don’t fix it.’ ” said Ryan Garner, analyst at GfK. “Apple is clearly ahead of the game, but developments next year will challenge that,” Garner continued.
Despite how complex the integration of services becomes the more smartphones develop, 71% of users believe the various services and features work seamlessly on their devices. In fact, 72% of smartphone owners want their media content (movies, music and books) to be available across all internet enabled devices.
“The scope for brands to lure customers from rivals has diminished and the richest rewards will go to those providers that can create the most harmonious user experience and develop this brand loyalty,” GfK said.
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