Smartphone makers face fight for fickle customers
By Stewart Mitchell
Posted on 29 Nov 2010 at 08:18
Smartphone manufacturers will have to fight to hang onto customers as most have scant brand loyalty, according to a study.
The GfK survey found that more than half of all smartphone owners (56%) were undecided over their next handests, with only Apple commanding a significant degree of loyalty.
With features from GPS and media players to Wi-Fi increasingly the norm across the board, owners of web-enabled phones are most concerned with the ease of access to services and app stores.
"People are really keeping their options open," Ryan Garner, the lead analyst on the GfK survey, told PC Pro. "There's been an explosion of new choices in the market over the last year, with Android and Windows Phone 7, and with new versions of Symbian, the RIM OS and Meego in the pipeline there is huge choice."
The survey found that only 25% of smartphone owners planned to stay loyal to the operating system running their phone, with loyalty highest among Apple users at 59%, and lowest for Microsoft's mobile software, at 21%.
Just over a third of Research in Motion's BlackBerry users said they would stay loyal, compared with 28% for users of phones running Google's Android software, and 24% for users of Nokia Symbian phones.
"Apple people are more loyal, but that's always been the case in the Apple community," said Garner. "In the emerging markets, Nokia was more dominant and that dragged the overall figure down."
The figures were somewhat skewed by the virtual absence of high-loyalty handsets, such as the iPhone, in emerging markets like China.
GfK also found that 37% of "dumb" handsets owners planned to upgrade to a smartphone with their next handset.
The firm conducted the survey of 2,653 mobile phone users in Britain, the US, Brazil, Germany, Spain and China.
Is your business a social business? For helpful info and tips visit our hub.
- 20 years of PC Pro: our greatest review mistakes
- 20 years of PC Pro: our first A-List
- Wikipedia's "right to be forgotten" protest hits the wrong note
- 3D printing hits the high street for plastic selfies
- 20 years of PC Pro: What amazed us in our first issue
- How Google Glass ruined my lunch hour
- Smartphone battery packs: can a USB power pack beat the festival battery blues?
- Windows Easy Transfer – not so "easy" in Windows 8.1
- Formula 1: what a difference virtualisation makes
- Office of the future: comfy chairs and tablets everywhere
- 10 ways to make your business more secure
- Top five VoIP mistakes
- How to add in-app purchasing to an iPhone, Android or Windows app
- Remote-control ransomware: TeamViewer and software hardball
- Why laptops with serial ports matter to the Internet of Things
- Make your mobile battery last longer
- Small steps into handling Big Data
- Nexus 5: does it really run stock Android?
- How to get broadband to a garden office
- How to write your company's IT security policy