According to Reuters (s tri), a German market research survey reveals that (shock!) more than half of all smartphone owners are ready to jump ship to another device, while just a quarter said they would remain loyal to their manufacturer of choice. From Reuters:
The survey found that 56 percent of smartphone owners in key global markets were keeping their options open about which phone they would buy next, with only Apple commanding a significant degree of loyalty.
Who are these finicky smartphone users? Apple (s aapl) users are the most loyal (with 59 percent of current iPhone users planning to stick with the iPhone). The survey’s lead analyst explains:
“Loyalty with a handset is a lot more complicated these days in that people buy into experiences at the high-end level. If a phone doesn’t do what it says it will do or what the owner hopes it will do, the maker will lose loyalty.”
Satisfaction is another nebulous survey category. About a week ago, the results of a survey conducted by ChangeWave confirmed what iPhone owners have known all along – the iPhone is by far the greatest thing since sliced bread.
In that survey, the iPhone 4 ranked highest in customer satisfaction among smartphone owners at 77 percent. In case you do care about the runner-ups, the other smartphone manufacturers included in the survey were Motorola (s mot) (71 percent with the Droids X and 2), HTC (63 percent with the EVO 4G and Droid Incredible), Samsung (45 percent with the Galaxy S) and RIM (s rimm) (44 percent with the BlackBerry Curve, Bold and Torch).
In the words of ChangeWave’s CEO Paul Carton:
The iPhone 4’s exceptionally high Very Satisfied rating confirms our earlier survey findings that despite the controversy surrounding its initial launch, the iPhone 4 has been extraordinarily well received by its owners. These iPhone 4 scores are even better than the ratings for the earlier generation iPhone 3GS models which were recorded in our May 2010 new smart phone owners survey.
A Matter of Perspective
In the end, it’s nice to know –- but far from surprising –- that iPhone owners are satisfied enough with their phones that they would buy another. After all, the iPhone pretty much defined the modern smartphone, and besides, it’s about the most expensive smartphone one can buy. Isn’t it pretty safe to assume that someone buying an iPhone has given their purchase more deliberate consideration than if they were buying a much cheaper alternative?
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