Brand loyalty is a key component of brand management and the holy grail for marketers. Apple in particular appears to win massively on this front.
Recent research conducted by SellCell; a refurbished smartphone retailer revealed that close to 92% of smartphone users will buy another iPhone after they are done with their current iOS device.
This is quite an impressive level of brand loyalty considering the cut-throat nature of the smartphone market. Some of the reasons why iPhone owners choose to stick to the brand include the excellent performance of the iOS operating system, being locked into the Apple ecosystem, and better privacy protection.
Speaking of privacy protection, the topic has emerged as a key influence on the purchase intent of high-end smartphone users and is likely to remain prominent in the coming years.
However, for the 8% who will be switching from iPhones to Android devices, most of them prefer Samsung devices. They cited better technology and design as among the reason what will motivate the switch.
On the other hand, only about 74% of current Samsung users will stick to the brand. The 26% who plan to switch plan on buying an iPhone and list privacy concerns and the resale value of iPhones as what motivates the switch.
The resale value reason, in particular, aligns with a previous research report that revealed that Android smartphones tend to close just over 70% of their market resale value after the second year.
Next; Xiaomi announces Redmi Note 10 Pro Max; it packs a 108 MP camera and a 120Hz display
Alfred Gitonga is a passionate tech news writer with a deep interest in smartphones and related technologies. He is a staff writer at Mobitrends.co.ke.
