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