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Wednesday, December 1, 2010

Research says most smartphone owners show no loyalty to their chosen operating system

New international research from GfK shows that most smartphone owners are currently ‘keeping their options open’ when thinking about their next smartphone purchase. The company spoke to mobile phone users in Brazil, Germany, Spain, the UK, the USA and China during October and November 2010.

Only 25% of smartphone users said they’d definitely stay loyal to their current mobile operating system, while a further 7% wanted to swap manufacturer while keeping the same operating system. 6% were definitely swapping to a different mobile OS – and 56% said they’d look at all options. In the UK, that ‘undecided’ figure was an even-higher 63%.

Loyalty was strongest amongst Apple owners, with 59% saying they’d stay loyal. 28% of Android owners said they’d stay loyal, while a further 18% of Android owners planned a new Android phone from a different manufacturer. BlackBerry loyalty came in third place overall at 35%.

GfK says the smartphone market is still ‘there to be won’, with the majority of smartphone users open-minded and 37% of mobile phone owners looking to move to smartphones when they upgrade.

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