Android users have higher loyalty than iOS users
09 Mar 2018
A study by the Consumer Intelligence Research Partners (CIRP) has revealed that Android users have the highest level of brand loyalty at 91 per cent.
According to the survey, 91 per cent of Android users in the US stayed with the same platform, whereas 86 per cent continued with iOS. "The data was measured as the percentage of customers that remain with each operating system when activating a new phone over the twelve months ending December 2017," said Mike Levin, partner and co-founder of CIRP, India Today reported.
According to the report, consumers who pick a brand tend to fully invest in it, which creates a steady and strict loyalty between Google and Apple. "Loyalty is also as high as we've ever seen, really from 85-90 per cent at any given point. With only two mobile operating systems at this point, it appears users now pick one, learn it, invest in apps and storage, and stick with it. Now, Apple and Google need to figure out how to sell products and services to these loyal customer bases," Levin adds.
"Android user loyalty now slightly exceeds that of iOS users," Josh Lowitz, partner and co-founder of CIRP, said in a statement. "Over time, Android loyalty gradually increased, as it achieved parity in availability of apps, music and video, and as the user experience on the two platforms became more similar. Android users also benefit from a wide range of phones from different manufacturers, so they can switch hardware without learning a new operating system."
According to commentators, with loyalty now steadying, Apple and Google would need to focus on switching people to their side.
"Loyalty for both Android and iOS increased in 2015 and into 2016, when it leveled off for both operating systems," said Levin, in a statement. "
The research is based on quarterly surveys with a sample of 500 subjects in each brand. According to CIRP, loyalty was measured as the percentage of customers that remain with each operating system when activating a new phone over a year period.
The research notes, "We know Android has a larger base of users than iOS, and because of that larger base, the absolute number of users that switch to iOS from Android is as large or larger than the absolute number of users that switch to Android from iOS."