Survey: iPhone Users Find It Too Darn Hard to Switch
This feeling of brand loyalty grows as the number of installed apps increases, and it applies to all ecosystems, not just Apple's.
"As consumers build digital ecosystems and their own world of content on handsets, the study shows that their loyalty to their smartphone brand increases with the number of apps and services they use. The research reveals that the tipping point for loyalty is when a consumer uses seven or more services on their device," GfK Group says.
Familiarity also plays a big role. Some 72 percent of respondents said they find it easy to access their device's applications and navigate the menu system, which makes the prospect of switching platforms a sometimes daunting one.
The report points states the primary barriers to switching relate directly to user experience: (source: GfK Group)
- 33% - of respondents cited disrupting their current smartphone set-up (i.e. the apps and features I use)
- 29% - having to learn how to use another type of smartphone
- 28% - having to move their content (music, video, books, apps) from one type of smartphone to another
Would you be willing to switch platforms when your smartphone contract expires, or will you stick with the same ecosystem?