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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

85 Comments
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posted on 15 Mar 2014, 01:53 26

1. Lt.Green (Posts: 397; 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: 344; Member since: 21 May 2013)


Me too since Sony Ericsson era.

posted on 15 Mar 2014, 05:32 4

30. XperiaFanZone (Posts: 2147; 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: 3901; 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: 3535; 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: 3535; 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: 1064; 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: 2108; 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 (unregistered)


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

posted on 15 Mar 2014, 17:57 2

71. lyndon420 (Posts: 4564; 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: 3037; 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: 569; 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: 3709; 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: 569; 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: 209; 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: 864; 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 (unregistered)


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: 4062; 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: 193; 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: 569; 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: 1157; Member since: 18 Jul 2013)


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

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