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Apple tops customer loyalty report

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Smartphone users are most loyal to Apple

Apple has a higher amount of brand loyalty than any other company within the mobile market, according to a report undertaken by the Gfk research firm.

The study has uncovered that 84 per cent of iPhone users would only replace their smartphones with another Apple device. While sales of the smartphone have been decreasing over the past few months, it seems that those who are already using iPhones will be remaining loyal to the brand.

Gfk also found that 60 per cent of those already using smartphones with Android software would stick with the software. Unlike the iPhone, Android smartphones have had increasing sales over the months, resulting in Google gaining a strong foothold on the smartphone market. As people are becoming loyal to Android software, this suggests that its dominant market position will continue as users are impressed with the brand.

However the Gfk report also found that only 48 per cent of Research in Motion smartphone users would replace them with another RIM device. Mark Baker, online marketing manager at theEword, said: “Brand loyalty could be decreasing from RIM as BlackBerry smartphones have had BBM connectivity issues in recent months as well as links to the Manchester riots. Also Apple creates hype for its existing smartphone users with large advertising campaigns for new iPhones – an approach not necessarily taken by RIM.”

Why are iPhone users so loyal?

Ryan Garner, a Gfk analyst, commented: “The ongoing rush to build market position was crucial for the future success of the brands as on average 63 per cent of consumers are sticking to the type of phone they have”. Due to the continual renewal and upgrading of the iPhone, existing Apple smartphone users are able to remain excited by the brand as there is a steady influx of new features and models to try. As iPhone customers can receive an upgraded smartphone experience with the same company, they will remain loyal as they can move their data and contacts with ease.

Written by lauren_knowles_swapLauren Knowles

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