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Survey of smartphone owners shows the power of brand loyalty

Survey of smartphone owners shows the power of brand loyalty
Back in 2013, the Wall Street Journal commissioned a survey of U.S., U.K. and Australian smartphone owners to see which manufacturers had the most loyal customers. It was a simple test, really. The Businessman's Bible merely wanted to know how many smartphone owners replaced their handset in 2013 with a model made by the same manufacturer who built their previous model. 3000 smartphone owners took part in the survey.

On top was Apple. 76% of those who started last year with an Apple iPhone, ended the year with a newer iPhone model. Samsung was next with a 58% retention rate. And in third place was LG. 37% of those with an LG smartphone stuck with the brand for their next phone. Nokia and HTC were close to LG with retention rates of 33% and 30% respectively. Sony (24%), Motorola (22%) and BlackBerry (21%) round out the list.

So what can we take away from this information? Perhaps nothing. A study we told you about last month found that 60% of 2000 polled iPhone owners in the  U.K. have a "blind loyalty" to Apple, meaning that when it comes time to purchase a new handset, they buy the next iPhone just because it has an Apple on the back, never taking the time to look at new models from the competition.

76% of those surveyed replaced an Apple iPhone with another iPhone model

76% of those surveyed replaced an Apple iPhone with another iPhone model


source: WSJ

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posted on 15 Mar 2014, 01:53 26

1. Lt.Green (Posts: 394; Member since: 13 Mar 2014)


Sony loyalist here.

posted on 15 Mar 2014, 02:02 3

3. The13thKing (banned) (Posts: 849; Member since: 26 Feb 2014)


hahhahahaha

posted on 15 Mar 2014, 02:38 10

14. SonyPS4 (Posts: 258; Member since: 21 May 2013)


Me too since Sony Ericsson era.

posted on 15 Mar 2014, 05:32 4

30. XperiaFanZone (Posts: 1458; Member since: 21 Sep 2012)


Me too from that era.

posted on 15 Mar 2014, 03:38 6

21. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


Hell yea, me too.

posted on 15 Mar 2014, 08:01 6

37. akki20892 (Posts: 3623; Member since: 04 Feb 2013)


Nokia, and Sony loyalist here.

posted on 15 Mar 2014, 09:05 1

42. Apple4Ever (banned) (Posts: 14; Member since: 14 Mar 2014)


sony from the beginning (ignore my username)

posted on 15 Mar 2014, 09:22 1

46. ArtSim98 (Posts: 3209; Member since: 21 Dec 2012)


Waitwaitwait... So you actually did do an other account?

posted on 15 Mar 2014, 11:21 2

56. Apple4Ever (banned) (Posts: 14; Member since: 14 Mar 2014)


ya lmao

posted on 15 Mar 2014, 11:36

58. ArtSim98 (Posts: 3209; Member since: 21 Dec 2012)


OMG lol. :D Guess rumors can really change peoples minds lol.

posted on 15 Mar 2014, 12:09

61. Apple4Ever (banned) (Posts: 14; Member since: 14 Mar 2014)


not just the rumor lol ive kinda sorta switched back to ios

posted on 17 Mar 2014, 14:56

84. apple4never (Posts: 970; Member since: 08 May 2013)


IM BAAAAAAAAAACCCKKK

posted on 15 Mar 2014, 09:44 1

47. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


LOL...I'm gonna do another account as well called SonyokiaDROID. Just kidding.

posted on 15 Mar 2014, 10:39

50. Arte-8800 (banned) (Posts: 4562; Member since: 13 Mar 2014)


Me as well a Sony loyalist.

posted on 15 Mar 2014, 12:45

64. Doakie (Posts: 1305; Member since: 06 May 2009)


I think most Sony Loyalists must live outside the USA because I've never even seen a Sony phone in the wild here in Seattle or in my travels around the USA. The only time I'd ever even encountered anyone here in the USA with a Xperia Z was when I was selling a T-Mobile Note 2 and she wanted to trade me her Xperia Z for my Note 2 which I passed on.

posted on 15 Mar 2014, 16:39

70. InspectorGadget80 (Posts: 6688; Member since: 26 Mar 2011)


Sony loyalist here sent from my Z1. Used to own xperia go

posted on 15 Mar 2014, 17:57 2

71. lyndon420 (Posts: 1782; Member since: 11 Jul 2012)


I'm an Android loyalist myself...I like knowing that I can enjoy my favorite operating system on literally hundreds if not thousands of different devices from numerous OEM's :-)

posted on 16 Mar 2014, 04:29 1

80. RebelwithoutaClue (Posts: 1150; Member since: 05 Apr 2013)


I think that is why there are so many Apple loyalist. When you are in the iOS eco system, bought all your apps and games on iOS. You gonna buy an Apple. When you're in the Android eco system, it's possible to switch brands.

posted on 15 Mar 2014, 01:57 7

2. mayur007 (Posts: 460; Member since: 10 Apr 2012)


wow nokia is there ...

though 4th
lg was a bit of surprise ...

apple had to be the no.1 they have more fans then any other company...

not just fans money as well

i envy them..

posted on 15 Mar 2014, 07:39

35. Commentator (Posts: 2469; Member since: 16 Aug 2011)


Yeah, LG and Nokia are there, but it doesn't say much for them when they can only retain a third of their own customers.

Another, much more negative, way to read this article is that LG, Nokia, HTC, Sony, Motorola, and (obviously) Blackberry are all doing something to drive the vast majority of their current customers away, or at least aren't compelling enough to keep them around.

posted on 15 Mar 2014, 10:50 1

52. mayur007 (Posts: 460; Member since: 10 Apr 2012)


there are few thing in which all companies are behid accept samsung , sony is catching up though

1 after sales serv
2 value price
3 updates

htc is overpriced and lg is on update etc

posted on 15 Mar 2014, 02:02 9

4. GMS85 (Posts: 157; Member since: 26 Sep 2012)


Sony Since day 1

posted on 15 Mar 2014, 02:08 6

7. The13thKing (banned) (Posts: 849; Member since: 26 Feb 2014)


Just like my granny.

posted on 15 Mar 2014, 02:04 8

5. pyradark (Posts: 781; Member since: 10 Jun 2012)


My first sony last year!! And cant wait for my upgrade for mu Z Ultra

posted on 15 Mar 2014, 18:53

72. InspectorGadget80 (Posts: 6688; Member since: 26 Mar 2011)


What bout the Ultra 2?

posted on 15 Mar 2014, 02:05 1

6. The13thKing (banned) (Posts: 849; Member since: 26 Feb 2014)


lol, who would own another nokia or a sony? i guess it's old people when it comes to the 33% here, as we all know old people praise these brands the way they praise radio and old farty tv sets..

posted on 15 Mar 2014, 02:15 9

9. maherk (Posts: 1117; Member since: 10 Feb 2012)


Sony for old people? am not a big fan of Sony, the Xperia S was the last Sony phone I had, but the majority of Sony customers are gadget lovers, who are mostly from the young generation. As for nokia, I can tell from the way it is back home, those who are looking to buy a cheap phone, that can do a decent job when ot comes to camera, playing media out of their 4gb sd card, and texting and calling, will go for the $50 to $100 nokia phones.

posted on 15 Mar 2014, 02:33 6

12. R-vjn (Posts: 165; Member since: 07 Jan 2013)


You have a point there. Older people have a thing for Sony, and its true that its mostly because of the TV's and other products. We cannot forget the fact that OEM's like LG or Samsung never had that brand value that Sony had until android came into play.
From my point of view, until Sony announced the Z2, I never would have considered an Xperia mailny because of the previous painful display's and secondly the battery life.

posted on 15 Mar 2014, 03:15

17. mayur007 (Posts: 460; Member since: 10 Apr 2012)


b4 android sony had one the best phones but the same as nokia they never invented

w550i
sony satio
and the walkman series was the best
same as nokia express n N series

BUT BOTH COMPANIES HAVE LOST THERE CHARM

posted on 15 Mar 2014, 07:26 3

32. kaikuheadhunterz (Posts: 775; Member since: 18 Jul 2013)


I'm 17, but I'm quite a big fan of Nokia and Sony

posted on 15 Mar 2014, 12:49 1

65. Doakie (Posts: 1305; Member since: 06 May 2009)


Why? I don't see the appeal. I'm just curious. Not being mean or trolling.

posted on 15 Mar 2014, 20:39

74. kaikuheadhunterz (Posts: 775; Member since: 18 Jul 2013)


Sony: Doesn't include loads of unnecessary feature, which is probably why they could keep prices low

Nokia: Durability. Nuff said

posted on 15 Mar 2014, 02:11

8. maherk (Posts: 1117; Member since: 10 Feb 2012)


Each earned the loyalty of their customers, so no wonder why the majority oit there will buy their latest products without reading or watching reviews about them.

posted on 15 Mar 2014, 02:21

10. techperson211 (Posts: 707; Member since: 27 Feb 2014)


Maybe it's a status qou now a days. If you buy fruit logo your rich and famous . But if you buy other your just another person hehehe. Just saying.

posted on 15 Mar 2014, 02:57 5

15. maherk (Posts: 1117; Member since: 10 Feb 2012)


That would've been the case couple of years ago, but surely not now. Most android flagships, even the not so famous ones like the Oppo's cost nearly as an iPhone. Those who prefer simplicity, and that spend too much into their itunes wouldn't rescue it for the change, especially that they look at android as the complicated OS with too much to learn, which might be the case for some. And those like me, who likes to root their phone, tweak it, do a little bit of customization here and there will go and pickup an android. I love what Apple has brought to this industry, and what Android is bringing now, if it wasn't for the fierce competition they have, we wouldn't be enjoying high resolution displays, poweful processors, great cameras and huge memory to save our memories and media in the palm of our hand. The bashing who is build upon hate towards brand names is kinda childish and should be gone.

posted on 15 Mar 2014, 03:29

20. techperson211 (Posts: 707; Member since: 27 Feb 2014)


I'm not bashing anyone nor hate fruit. It's just the way I see it now a days . But your correct due to more competitive brand and pricing people this year is looking for value for their hard earn money not to mention the functionality of their smartphone.

posted on 15 Mar 2014, 03:57 3

26. androiphone20 (Posts: 1512; Member since: 10 Jul 2013)


I see where you're coming from but you're also missing a few key points. Buy an Oppo right now then you're now all Google, key services are being offered by Google, can you see the fragmentation here? When I own an iphone I have a ecosystem that's not fragmented and I have more refined apps and a ton of iOS-first/exclusive apps, that doesn't come cheap. The same goes to a lot of stuff like media content and services. It's a whole thing.

posted on 15 Mar 2014, 04:02

28. androiphone20 (Posts: 1512; Member since: 10 Jul 2013)


Maybe if android had garageband, infinity blade or Groupie I'd consider taking a looking into it

posted on 15 Mar 2014, 22:02 1

76. joey_sfb (Posts: 3132; Member since: 29 Mar 2012)


Those are exclusive apps for iOS. Most people have already invest too much to leave a platform. I also had to make that decision after investing hundred of dollars in iOS apps.

Will still keep an iPad around for that purpose. New apps purchase goes to Google Play Store. I am very impressed with Google never had any problems with Apps refund. Just ask them and they refund me immediately. Better then both iOS and PC steam.

posted on 15 Mar 2014, 07:28

34. kaikuheadhunterz (Posts: 775; Member since: 18 Jul 2013)


Not really. I have a phone that is not from Samsung or Apple, but everyone around me seems very interested in it.

posted on 15 Mar 2014, 12:52

66. Doakie (Posts: 1305; Member since: 06 May 2009)


Dude! I've seen two people who were pan handlers with iPhones. And surprisingly in each instance they had the current generation of iPhone. Here in the USA Apple isn't for "rich" people. It's just another phone brand. Nice try though.

posted on 15 Mar 2014, 02:31 3

11. StraightEdgeNexus (Posts: 3598; Member since: 14 Feb 2014)


Wut LG has a brand following. I've seen no such person. And lol look at fruit's 'power of brand loyalty' aka ish¥@ps.

posted on 15 Mar 2014, 08:41

39. AfterShock (Posts: 2904; Member since: 02 Nov 2012)


Nexus, nuff said.

posted on 15 Mar 2014, 02:38 6

13. SonyPS4 (Posts: 258; Member since: 21 May 2013)


Old people or anyone who dont know much about gadget will get Apple or Samsung.

posted on 15 Mar 2014, 03:50 10

22. williamdroid (Posts: 125; Member since: 19 Jan 2014)


Last i checked im not old. And i will stick to the Note series.

Playstation 1,2,3, and 4. But i will never buy Xperiias because i hate OnScreen buttons and huge bezels. I get that they're their for water proofing but i dont need that so no Xperia for me.

I CHOOSE Samsung, just like i CHOOSE Android. So its because of choice, not just old people who dont know much about Tech (not gadget as you mistakenly posted)

posted on 15 Mar 2014, 10:14

49. mixedfish (Posts: 175; Member since: 17 Nov 2013)


Haha so true, my mother asked me to get her a smartphone one day, so when I brought home a catalog to show her what she could get, she told me she already bought herself a Galaxy S3.

posted on 15 Mar 2014, 10:58

53. sbw44 (Posts: 404; Member since: 04 Dec 2012)


Sales reps probably convinced her to buy it. Happened to my dad where one sales rep actually said bada is one of the best OS ever! I will never listen to anyone when buying a smartphone.

posted on 15 Mar 2014, 12:33 1

62. JunitoNH (Posts: 965; Member since: 15 Feb 2012)


Actually, old people are very pleased with Android due in part to the big screens. In my town, just go to a Panera or Starbucks; you see old folks sporting Android devices. Their favorites, Note; Mega; Sony; and G2. When asked, obviously, they feel fonts are better to see on a 5" or larger. And you thought you didn't have anything in common with old folks. ****the fruit has fallen out of favor with the mature crowd.

posted on 15 Mar 2014, 22:12

77. joey_sfb (Posts: 3132; Member since: 29 Mar 2012)


Its really a challenge to use a 4 inch once you are use to a note 2. Apple might learn this and decide the time is right for them to release their phablet.

posted on 15 Mar 2014, 03:01 5

16. royalsovereign (Posts: 37; Member since: 01 Mar 2014)


Just Sony,forever

posted on 15 Mar 2014, 18:54

73. InspectorGadget80 (Posts: 6688; Member since: 26 Mar 2011)


Make Believe B-)

posted on 16 Mar 2014, 08:26

82. Arte-8800 (banned) (Posts: 4562; Member since: 13 Mar 2014)


Why compromise

posted on 15 Mar 2014, 03:22

18. cGmC11 (Posts: 115; Member since: 02 Apr 2012)


Next Year will be...

The Businessman's Bible merely wanted to know how many smartphone owners replaced their handset in 2014 with a model made by the same manufacturer who built their previous model

On top was HTC 100% of those who started last year with an HTC One, ended the year with a newer All New HTC One M8 model.

posted on 15 Mar 2014, 03:29 2

19. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


Even if my next phone is from another brand, Sony will still be my favorite brand of all. I use Sony phones for two years now (Xperia P then Xperia Z), and I'm used to their design, functionality, user interface etc. so it's hard to change to another brand because I need to get used to different things from another brand. Now, I don't know my next phone will be from Sony or not, but if the Sony Xperia Z2 is very expensive, I will either choose HTC All New One or Oppo Find 7, but if the Z2 is cheaper, I will choose Z2. I know you need to get used to different things if you change from your loyal brand to another brand, but at the same time, you can try something new. So, it's not a bad thing.

Btw, glad to see that BlackBerry has loyalists too.

posted on 15 Mar 2014, 03:55 3

25. williamdroid (Posts: 125; Member since: 19 Jan 2014)


I completely agree. I love my Note 3, as i did the Note2, the OG Note, and the Galaxy S2.
But sometimes i wanna give another OEM a shot like HTC or even LG.
So either the next HTC One Max or the Note 4

posted on 15 Mar 2014, 03:50 1

23. Looser99 (Posts: 55; Member since: 10 Nov 2013)


I was a Sony Ericsson fan and now i remain as a Sony fan. And will remain forever... :p Just love the Sony ui, design and they provide great value for money phones in mid-range class. But it's a shame that in my country, the price of Sony phones drop constantly for 7-8 months. So if i want value for money then i have to wait at least 7-8 months for the price drop to end :(

posted on 15 Mar 2014, 03:51 1

24. aco96 (Posts: 211; Member since: 12 Oct 2012)


Im not a brand loyalist, because I love using different phones and OS.

posted on 15 Mar 2014, 04:00 7

27. williamdroid (Posts: 125; Member since: 19 Jan 2014)


Only reason im a Samsung loyalist is because of the Note line.

In my honest opinion HTC and Sony outclass the galaxy S line. Beautiful designs and cool features.

posted on 15 Mar 2014, 04:12 1

29. Sniggly (Posts: 7180; Member since: 05 Dec 2009)


I'm one of the 22 percent of the Motorola loyal. In a way, I'm one of the 42 percent who moved away from Samsung too. I started the year with a Note I had gotten in 2012; when that broke, I went back to my Atrix which I had before, and then replaced that with a Droid Mini, after which I won a Moto X.

posted on 15 Mar 2014, 06:19 4

31. surethom (Posts: 316; Member since: 04 Mar 2009)


I have loyalty to android only, no manufacturer has my loyalty.

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