Skip to navigation
Latest News

Smartphone makers face fight for fickle customers

blackberry

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.

Subscribe to PC Pro magazine. We'll give you 3 issues for £1 plus a free gift - click here
User comments

Bang the rocks together!

...or should that be i(diot)Pad/phone, whilst the rest of us make reasoned choices for our phones.

By BornOnTheCusp on 29 Nov 2010

Leave a comment

You need to Login or Register to comment.

(optional)

advertisement

Most Commented News Stories
Latest Blog Posts Subscribe to our RSS Feeds
Latest ReviewsSubscribe to our RSS Feeds
Latest Real World Computing

advertisement

Sponsored Links
 
SEARCH
Loading
WEB ID
SIGN UP

Your email:

Your password:

remember me

advertisement


Hitwise Top 10 Website 2010
 
 

PCPro-Computing in the Real World Printed from www.pcpro.co.uk

Register to receive our regular email newsletter at http://www.pcpro.co.uk/registration.

The newsletter contains links to our latest PC news, product reviews, features and how-to guides, plus special offers and competitions.