In at least one study, Android users said they would stick with their platform more than any other platform vendor, including Apple’s iPhone.
Although Apple’s (AAPL) iPhone users are more loyal to their current phone a few more are likely to stray from the platform in the long run. According to a study by Finland-based Zokem, ‘only’ 85% of iPhone users plan to buy another iPhone. Surprisingly, a bigger 89% of Google’s (GOOG) Android users plan on staying with Android.
One key difference between the platforms which is heavily based in Android’s favor is variety. If a smartphone owner wants a bigger/smaller/ faster/ slower/ different shape phone, there are more Android devices available. It should be noted that 11% (all) of the Android defectors planned to go to iPhone while only 7% of iPhone users planned to go to Android (and another 7% to BlackBerry (RIMM).
Apple also retained a slight lead over Android among defectors from Windows Mobile, Symbian and Blackberry, all of which saw very high rates of ‘churn’.
The results of this analysis are based on Zokem’s Global Smartphone Study 2010 report from the US, where over 1 500 smartphone users were surveyed per quarter regarding their device preferences and perceptions. Zokem continues to run its Mobile Life panels in the developed smartphone markets providing insights on consumer behavior, user satisfaction and loyalty, serving its customers to improve their current product and service offerings, and to benchmark against competition.
