iOS & Android loyalty hit an all-time high last quarter; 9/10 customers didn't switch

iOS & Android loyalty hit all-time high last quarter; 9/10 customers didn't switch
The iPhone XS and Galaxy S9

During the fourth quarter of 2018 a number of manufacturers experience big drops in smartphone sales but according to a new report by Consumer Intelligence Research Partners (CIRP), the operating system had very little to do with it.

Through a survey of 500 consumers based in the US, CIRP determined that nine out of every ten people chose to stick with their current operating system throughout the months of October, November and December. Specifically, a whopping 92% of Android users chose not to switch while an equally-impressive 91% of iOS users stayed loyal to Apple’s iPhones.

As noted by the CIRP, these are the “highest levels” ever measured and continue the trend of positive loyalty growth which has been seen over the past few quarters. This is largely attributed to the fact that most consumers are now “comfortable” with the consistency and features that their current OS offers. This, coupled with improvements in quality and reliability, is also contributing to the longer upgrade cycles which are being seen lately. 

Throughout the December quarter, Android smartphones accounted for a significant 62% of all activations in the US market. Apple’s iOS, on the other hand, accounted for 37%. However, as expected from the company, this was down 2% over the 39% market share it held during the same quarter in 2017. Additionally, it’s down drastically from the market share of around 50% that Apple saw with the launch of the iPhone 6 & 6 Plus in 2014.

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