The exception is Apple, which dominates in both brand and operating system loyalty.
FORTUNE — Given the magnitude of recent telecom deals — Microsoft MSFT offering $7.2 billion for Nokia’s NOK handset business, Google GOOG shelling out $12.5 billion for Motorola Mobility, Verizon VZ paying an astonishing $130 billion to buy out Vodafone’s VOD 45% stake — Consumer Intelligence Research Partners asks an interesting question:
The answer, based on a survey of 2,000 U.S. customers conducted between July 2012 and June 2013:
- 85% stick with their carriers (Verizon, AT&T, etc.)
- 63% stick with their operating system (iOS, Android, etc.)
- 41% stick with the brand (Samsung, Apple, etc.)
The exception is Apple AAPL , which dominates in terms of both brand and OS loyalty. In fact, iPhone owners are nearly as loyal to iOS (81%) and the Apple brand (82%) as most customers are to their carriers (85%). Only Android (68%) comes close.
According to a report issued Thursday to CIRP clients — and obtained by Fortune — this