A recent report from the research firm GfK claims that iPhone owners are much more likely to display loyalty to the iOS platform with intention of picking up another iPhone when upgrading their handset.
More specifically, 84% of iPhone users that were a part of the research study said they would be upgrading to another iPhone, compared to just 60% of Android users who plan to purchase another Android device, and 48% of RIM users who plan to stick to Blackberry. This news helps to prove that Apple and it’s iPhone are still going strong despite earlier information from Gartner which was reporting that Android doubled its market share to 52.5% in Q3, while Apple recorded a decline from the previous year with a decline of 15% in the wake of a delayed iPhone 4S. GfK had the following to say about customer loyalty:
The scope for brands to lure customers from rivals has diminished and the richest rewards will go to those providers that can create the most harmonious user experience and develop this brand loyalty.
Another thing to keep in mind here is that Apple’s App Store and list of tightly integrated services probably help contribute to their ability to create brand loyalty among customers. This was reflected in Apple’s Q4 earnings call which revealed an impressive number of stats announced by the company. As far as the GfK report results go, they reveal more insight as to what companies should be aiming for. In the results, GfK discovered that 72% of smartphone users thought they should have access to all of their content seamlessly on all of their interest connected devices including tablets, smartphones, and TVs. This number further increased to 80% for users that owned a tablet as well. The report explained the following:
As smartphones become more advanced, creating a smooth and high quality user experience is a complex task, but despite this, 71% of smartphone customers believe the services and features on their devices work seamlessly with each other. The more services a consumer uses on a device, the more tightly integrated they feel the features and functions are, indicating that well executed service and hardware integration are having a positive effect on consumer loyalty.