We talked here a few months ago about how Android maintained – at least in the United States – a slightly higher loyalty rate than iOS over the past few years, according to data from Consumer Intelligence Research Partners (CIRP). Now, the firm’s most recent survey has been released and, although the robot system remains ahead of the Apple, the distance is the shortest ever recorded.
In the last quarter of 2018, both systems achieved the highest loyalty rate ever recorded in both cases: Android stood at 92%, while iOS came close behind with 91%. The loyalty rate (or consumer retention) is defined as the percentage of devices activated by users who previously had another device belonging to the same ecosystem.
From the graph, we can see that the upward trend of iOS is stronger than that of Android, indicating that, perhaps, we may see an overtaking of the Apple system in the near future – or not, considering the bad quarter of iPhones and the fact that the world on the other side of the ecosystem fence is presenting devices that are increasingly varied and capable in different price ranges.
The fact is that, in both cases, Apple and Google must be well satisfied with the figures presented: today, after all, it is more important to keep a user within their ecosystem than simply to sell devices to them – and, increasingly, it seems that the trend is to see a generation of consumers who simply choose a side and stay there forever.
The real challenge will be to attract the undecided, the young and the (few) willing to change the ecosystem; to see the result of this fight, we will have to watch the scenes in the next chapters.