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.


source: WSJ

FEATURED VIDEO

83 Comments

1. Lt.Green

Posts: 397; Member since: Mar 13, 2014

Sony loyalist here.

3. The13thKing

Posts: 849; Member since: Feb 26, 2014

hahhahahaha

14. SonyPS4

Posts: 347; Member since: May 21, 2013

Me too since Sony Ericsson era.

30. XperiaFanZone

Posts: 2279; Member since: Sep 21, 2012

Me too from that era.

21. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Hell yea, me too.

37. akki20892

Posts: 3902; Member since: Feb 04, 2013

Nokia, and Sony loyalist here.

42. Apple4Ever

Posts: 14; Member since: Mar 14, 2014

sony from the beginning (ignore my username)

46. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

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

56. Apple4Ever

Posts: 14; Member since: Mar 14, 2014

ya lmao

58. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

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

61. Apple4Ever

Posts: 14; Member since: Mar 14, 2014

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

84. apple4never

Posts: 1064; Member since: May 08, 2013

IM BAAAAAAAAAACCCKKK

47. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

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

50. Arte-8800

Posts: 4562; Member since: Mar 13, 2014

Me as well a Sony loyalist.

64. Doakie

Posts: 2478; Member since: May 06, 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.

70. InspectorGadget80 unregistered

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

2. mayur007

Posts: 593; Member since: Apr 10, 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..

35. Commentator

Posts: 3723; Member since: Aug 16, 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.

52. mayur007

Posts: 593; Member since: Apr 10, 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

4. GMS85

Posts: 217; Member since: Sep 26, 2012

Sony Since day 1

7. The13thKing

Posts: 849; Member since: Feb 26, 2014

Just like my granny.

5. pyradark

Posts: 895; Member since: Jun 10, 2012

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

72. InspectorGadget80 unregistered

What bout the Ultra 2?

6. The13thKing

Posts: 849; Member since: Feb 26, 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..

9. maherk

Posts: 6961; Member since: Feb 10, 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.

12. R-vjn

Posts: 301; Member since: Jan 07, 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.

17. mayur007

Posts: 593; Member since: Apr 10, 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

32. kaikuheadhunterz

Posts: 1157; Member since: Jul 18, 2013

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

65. Doakie

Posts: 2478; Member since: May 06, 2009

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

74. kaikuheadhunterz

Posts: 1157; Member since: Jul 18, 2013

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

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.