A few months ago, we commented here on how Apple was champion in user loyalty in almost every segment in which it operates; that research, however, covered only hardware. And when it comes to operating systems? Well, according to this new survey (PDF) of Consumer Intelligence Research Partners (CIRP), Ma has a small disadvantage in the mobile world.
Throughout 2017 and considering data for the USA only, the Android obtained a loyalty rate of 91%, while the iOS stayed in 86%. Both are very high indexes, but the most interesting thing to note is that the superiority of the little green robot in the item untouched for some years, as we can see in the graph below:
The loyalty rate, in CIRP's metrics, defined as the percentage of consumers who stayed with the operating system they previously used when purchasing a new smartphone during the 12 months of 2017. The firm's research on the subject is carried out every quarter , and the rates, as we can see in the image above, show very small variations over time.
The researchers explain what causes this “doldrums”:
Consumer loyalty is as high as ever, with 85-90% on all counts. With only two operating systems mobile at this point, it seems that consumers now choose one, learn to use it, invest in applications and storage, and stay with it. Now, Apple and Google need to figure out how to sell products and services to these loyal consumer bases.
The advantage of Android, here, can be explained by some factors, as explained by CIRP. The main one, of course, is the much larger number of devices and brands available for these users to choose from. Nevertheless, it is good to keep in mind that, even with the Google system gaining in loyalty rate, there are more people going from Android to iOS than vice versa for a simple reason: user base.
We know that Android has a larger user base than iOS, and because of that larger base, the absolute number of users that goes from Android to iOS is as big as or greater than the absolute number of users that goes from iOS for Android. Looking at the absolute numbers of users in this way helps to understand the claim that iOS wins more Android users than vice versa.
Therefore, the challenge for the two companies now, in addition to conquering even more users who already have, to capture this small rate of consumers willing to switch platforms. Each of the giants is striving to improve their respective products and will the fight in the coming years be very good if we will see changes in these indexes? I can't wait to see it.