Apple’s iPhone users remain the most loyal smartphone owners around even after seven years of vicious competition from Samsung: People who buy one iPhone are far more likely to purchase another.
Analysis into brand retention across smartphone manufacturers by WDS, A Xerox Company, shows that 76% of Apple customers replace their iPhone with another iPhone, while 34% of all consumers switching device brands settle for Samsung.
WDS, a specialist in customer care solutions for the mobile industry, conducted more than 3000 interviews with smartphone owners in three flagship smartphone markets; the U.S, UK and Australia. The data forms part of the company’s annual WDS Mobile Loyalty Audit, a global study of loyalty in the mobile industry.
Brand retention (customers who replace their smartphone with another from the same manufacturer) is led by Apple and Samsung. WDS found that Apple retains 76% of its customers, followed by Samsung (58%). No other smartphone manufacturer managed to keep brand retention above 40%.
Brand retention and share of migrating customers (source: WDS, A Xerox Company. 2013)
Analysis into device upgrade trends reveal that Apple dominates with 76% of customers who upgrade from iPhone to another iPhone while Samsung trails with just 58% retention.