Study finds Android user loyalty is actually higher than iOS

Study finds Android user loyalty is actually higher than iOS
Android users are very loyal to their phones and they are not switching to iPhones as much as you might think. In fact, Android loyalty has remained at a record high 91%, higher than the 86% loyalty rate for iOS users, when measured as percentage of US customers who stayed with their mobile operating system when they upgraded in 2017. The data comes from a new study by analysts from Consumer Intelligence Research Partners (CIRP) and contradicts the usual Apple narrative about unsurpassed brand loyalty.


The graph above shows that Android brand loyalty grew in leaps and bounds in 2014 and 2015 to surpass iOS, and then grew at a slight but steady rate throughout 2016 and 2017, to reach the current 91%. iOS brand loyalty, in contrast, dropped significantly throughout most of 2014, right before the launch of the dynamic-changing iPhone 6 and iPhone 6 Plus, and then slowly started crawling back up.

“With only two mobile operating systems at this point, it appears users now pick one, learn it, invest in apps and storage, and stick with it. Now, Apple and Google need to figure out how to sell products and services to these loyal customer bases,” CIRP co-founder Mark Levin said.

This renewed focus on services and around-the-phone-gadgets has been especially prominent at Apple. The company has successfully launched and grown products like Apple Music, Apple Pay and the App Store, while gadgets like the Apple Watch, AirPods and HomePod are tied closely to the iPhone.

The higher Android loyalty percentage, however, comes with a caveat: the actual number of Android users switching to iOS is higher than the number of users switching from iOS to Android. This is simply due to the fact that Android has a larger base of users. What this also likely means is that in the high-end phone segment, the iPhone still has the lead (you need to look no further than Apple's record quarterly profits to find a proof).

source: Consumer Intelligence Research Partners via TechCrunch

FEATURED VIDEO

23 Comments

1. drunkenjay

Posts: 1699; Member since: Feb 11, 2013

but this site is called PhoneArena. this data must be inconclusive.

2. Boast_Rider

Posts: 536; Member since: Sep 14, 2017

Well, it makes sense. Once you've used android extensively, iOS feels very restrictive. Also you have so many choices on android while on iOS you basically have one device for an year(yes, there are 2/3 variants but internally are the same) to choose from, which makes it hard to stay on an iPhone for even the Apple fans.

3. haikallp

Posts: 319; Member since: Feb 10, 2012

Maybe because you have many phone choices with Android.

4. josephnero

Posts: 785; Member since: Nov 16, 2011

Once you experience freedom going back to walled garden is a backstep

6. iushnt

Posts: 3138; Member since: Feb 06, 2013

Not at all, I switched to iOS last year as I got 7 Plus. Had been android user since iPhone 4. I am totally fine with it.

12. AVVA1

Posts: 228; Member since: Aug 01, 2017

I agree I go back and forth with both OSes and its great.

24. bobby84

Posts: 595; Member since: May 13, 2016

Depends on what Android you have the experience differs greatly. The best to phones running andriod are the note8 and pixel 2. Until you used those u have no idea what Android can do

32. iushnt

Posts: 3138; Member since: Feb 06, 2013

I used lots of high end android. Used middle end android to experiment custom roms. I do know what Androids are capable of. It made me extremely sad to switch to iOS at first until I found workarounds for 90% of things I used to do on android. But now there are so many things on iOS that Android does not support it yet. And those small things matter a lot for daily experience. For instance, when you are on a call in Telegram or viber, and suddenly u got a call on your main sim number, or vice versa do you know how it behaves on android vs iOS? I leave it on you to find that out.

27. cncrim

Posts: 1590; Member since: Aug 15, 2011

Alway carry too phone android and IOS. IOS work with Garden of Apple, Android with freedom.

5. ahmadkun

Posts: 649; Member since: May 02, 2016

why i always try to run away from IOS? Cuz i don't wanna wanna get stuck with Apple ecosystem, With Android and google ecosystem i'm free and i can find Google services every where.

7. corsairgr

Posts: 11; Member since: Oct 08, 2017

Profit does not necessarily mean a high sales number. I would also gon further and say, it doesn't have any lead. Compare the actual unit sales of iPhone with all of the high end Android phones sales.

8. TechDork

Posts: 404; Member since: May 10, 2010

Who cares? People use what they want/like.

11. dampv

Posts: 33; Member since: Oct 06, 2012

no point arguing which is best. as long as you find it useful to you. use it.

15. Mreveryphone

Posts: 1841; Member since: Apr 22, 2014

I use both and both have they're pros and cons... Yes apple is more restrictive than android while Android let's you customize and make it your own but both are good at what they do for their end user. I prefer Android over ios just because I'm a outside of the box thinker and like to tinker but sometimes I want the simplicity of ios so they both serve their purpose with me.

16. RebelwithoutaClue unregistered

I wonder about brand loyalty though.

19. ssallen

Posts: 206; Member since: Oct 06, 2017

These comments are going to get ugly...

20. SIGPRO

Posts: 2817; Member since: Oct 03, 2012

This is logic, iOS is the most boring restricted OS ever!

22. mrochester

Posts: 1032; Member since: Aug 17, 2014

So we’ve now established that Apple has the most valuable brand, more people switch from android to iOS than the other way, and more Android users are blind sheep than iOS users. Seems to be COMPLETELY the reverse of the popular narrative that gets peddled around here.

26. AxelFoley unregistered

1. Apple has the most valuable brand: The word "valuable" is nowhere in the article. You just made that up. The words used were "emotional attachment". An emotional attachment to a brand (rather that functions, capability, etc) is the definition of blind sheep-like behavior. 2. More people switch from Android to IOS: When one operating system has a world-wide maketshare of 86% and another has 12%, then in terms of raw numbers, the one with 86% will have a whole lot more people available to switch. A second grade math student can explain to you how that works. Of course, the author clearly explains that in the article. So, I don't think I can be much help to you on that. The "emotional bond" (as described in the other article) seems to have the power to make people make-up words that don't exist, ignore analysis provided by the writer, and draw conclusions that fly in the face of basic math. And that is why the popular "sheep" narrative gets peddled so often. Your words above highlight the truthfulness of the narrative.

25. kevin007in

Posts: 327; Member since: Oct 28, 2015

IOS fanboys be like....... "oh its a software that works"... sure IOS just works.. :Android runs"..

* Some comments have been hidden, because they don't meet the discussions rules.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.