The market analysis group SellCell has released the results of a study it claims to have conducted on smartphone users and their inclination towards brand retention. It lasted from March 3 to 10, 2021 and involved over 5000 US-based respondents aged 18 years or older. Of those participants, 2000 used iPhones; 2000 had Samsung Galaxy-series phones; 400 Google Pixels; 300 had LG phones, and 300 Motorolas.
SellCell concluded that 91.4% of the ‘iPhone‘ cohort exhibited brand loyalty, defined as an intention to buy from the same brand again on needing a new phone. By contrast, 74% of the Samsung owners did the same, as did 65.2% of the Pixel users, 37% of the LG group and 29% of the Motorola group.
This suggests that, while the 5 brands were nominated in this study due to their perceived place in the US smartphone market, at least some of them are in potentially serious decline. On that note, 46% of those planning to make the switch away from iOS would choose Samsung Galaxys instead, whereas 35% of them would go with a Pixel.
Finally, this study did not cite or cover price as an influence on decisions to switch from one platform or another, although it did note that 21% of the iOS customers felt discouraged from a change as they were too ingrained in the Apple ecosystem, whereas another 10% felt that leaving the same for another was too much of “a hassle“.