Apple can rightfully claim to have higher brand loyalty among customers than many other companies. But surprisingly, they also seem to be attracting users from other platforms. A study claims that 20% of iPhone users in the past year actually switched from Android.
A study by Consumer Intelligence Research Partners indicates that a full one-fifth of consumers who bought the iPhone between July 2012 and June 2013 previously owned an Android device. As for the remaining chunk – 43% were simply upgrading their iPhone after owning an older variant, while 26% were upgrading from a simpler, basic phone.
The survey showcases interesting data about brand shifts among consumers. According to the study, Apple and Samsung – the two largest handset manufacturers in the world, are driving the most number of users from other brands to theirs.
Looking at OS loyalty – 43% of Samsung’s new customers previously owned an Android device (from any manufacturer) – the biggest chunk of converts. The company also scored over Apple in terms of attracting basic phone users. 39% of Samsung’s new customers were upgrading to a Samsung device after having used a basic feature phone. The company also brought in a small chunk of previous iOS users – 7%.
Apple’s iOS gets its fair share of criticism – the system is too closed, too regulated. Unlike on an Android device, there are limits to the tinkering you can do on your iPhone. And the Android fanboys hate it. And yet, 20% of iPhone users are converts. Additionally, the company has also drawn Blackberry users – about 7%, and basic feature phone users – about 15%.
Between the two companies however, Apple seems to be winning out. Only 11% of Samsung’s customers previously owned an iPhone, while on the other hand – 33% of Apple’s customers were actually converts from Samsung.
Blackberry lost to both Samsung and Apple – with its customers migrating to both companies in large numbers.
HTC losing out to Samsung isn’t a surprise. The Taiwanese manufacturer has been consistently losing on market share, while Samsung, with its big marketing budget, continues to rule Android. Almost 20% of Samsung’s customers came from HTC last year.
The study also highlighted some other interesting characteristics among buyers. According to the study:
- Apple buyers tended to have higher incomes than those buying Samsung phones. While 50% of Samsung buyers had annual incomes ranging from $50,000 to $150,000, the number stood at more than 60% for Apple buyers. Not a surprise, of course.
- Mac owners were more likely to buy an iPhone, while PC users were more likely to buy a Samsung handset.
- Most Apple buyers bought their iPhones at Apple’s retail stores more than anywhere else. It was the opposite for Samsung – buyers were more likely to purchase Samsung devices from mass merchants like Walmart.
- Samsung sold more devices online than Apple did.