Apple’s brand loyalty among smartphone owners has peaked, according to a survey by SellCell. This shows that 91.9% of iPhone owners plan to buy another iPhone the next time they upgrade, up 1.4% from 2019.
Samsung, on the other hand, has seen its own brand loyalty decline …
SellCell says only 74% of Samsung smartphone owners plan to buy another Samsung model, up from 85.7% in 2019.
iPhone owners gave four reasons to stick with Apple:
- Like the best of iPhone, or never had a problem with it: 65%
- Locked into the ecosystem: 21%
- Switching from iOS to Android is too much trouble: 10%
- Rather stick to what they know: 8%
The ecosystem is clearly a big advantage for Apple. While almost as many Samsung owners were satisfied with the brand as Apple owners (64% versus 65%), only 5% said they had invested too much in the Samsung world.
iPhone owners planning to switch to Android have given three main reasons:
- Other brands have better technology (eg screen, camera, battery, etc.): 38%
- Prefer the design of other brands: 26.4%
- The latest model from the other brand has more features than the latest model from my current brand: 12.9%
Nearly half would switch to Samsung and a third to a Google Pixel.
Conversely, the majority of Samsung owners would switch to iPhone, nearly a third of them said that Apple offers better privacy protection, and a quarter that they believe that Apple offers better value for money.
SellCell also asked respondents to choose their favorite smartphone, led by the iPhone 12 and 12 Pro Max.
- Apple iPhone 12 – 17%
- Apple iPhone 12 Pro Max – 12.7%
- Samsung Galaxy S21 – 11.4%
- Apple iPhone 12 Pro – 10.6%
- Samsung Galaxy S21 Ultra – 10%
- Samsung Galaxy S21 + – 9%
- Google Pixel 5 – 8.1%
- Apple iPhone 12 Mini – 6.3%
- Other – 5%
- Samsung Galaxy Z Fold2 5G – 3.1%
The sample is 5,000 U.S. smartphone owners – 2,000 each from iPhone and Samsung, and the rest are split across other brands, roughly according to market share.
Photo by Onur Binay on Unsplash
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