iPhone Owner Loyalty Declines
For the first time since its introduction years ago, owner loyalty to the iPhone has declined. In a study by Strategy Analytics, who poll random iPhone owners regularly, for the first time ever, the number who will definitely buy another Apple handset has declined.
Last year, the number of iPhone owners who would definitely buy another Apple handset when the time came for replacement was 93%. This year, in both the United States and Europe, it’s down to 88% and 75% respectively. That’s the first time that owner loyalty has diminished for Apple. Ever.
The poll does show that Apple is attracting new consumers and that those will likely offset losses from continued users, they cite bad publicity and negative press about the company’s products as the reason for the decline.
“There is no doubt that Apple is continuing its success in retaining existing user base while attracting new customers,” said Paul Brown, director at Strategy Analytics’ User Experience Practice. “However, negative press prompted by a perceived lack of recent innovation by Apple has meant we are starting to see some growth in the number of previously highly loyal consumers who are now reconsidering whether or not they will purchase a new iPhone for their next device.”
Meanwhile, Google’s Android operating system is gaining a lot of ground in Europe, with a 67% market share there, up from 51% last year.