A new study done by Consumer Intelligence Research Partners (CIRP) says that Android users have higher brand loyalty than iOS users, as reported by TechCrunch. The report says that not only has Android loyalty been rising since early 2016, but it’s currently the highest it’s ever been.
To measure current loyalty to each platform, the study looked at the percentage of US customers who stayed with their operating system after upgrading their phones in 2017. Ninety-one percent stayed with Android, while 86 percent stayed with iOS. Mike Levin, partner and co-founder of CIRP, tells TechCrunch that “With only two mobile operating systems at this point, it appears users now pick one, learn it, invest in apps and storage, and stick with it.”
Brand loyalty for iOS and Android has shifted over the years. In 2013, iOS users were more loyal, but from January 2016 through December 2017, Android had the lead, ranging from 89 to 91 percent while iOS loyalty ranged from 85 to 88 percent. However, CIRP says it’s worth noting that the rate of those switching is different from the number of people switching. Android has a larger customer base than iOS, so the number of people switching from iOS to Android is equal to or more than the number of people switching from Android to iOS. ”Looking at absolute number of users in this way,” Levin says, “tends to support claims that iOS gains more former Android users, than Android does former iOS users.”