a study indicating that outside of Apple's iPhone, most smartphone owners had little loyalty to their smartphone. 56% of Apple users in global markets would remain loyal to their device, it said. Now that data has been reconfirmed by a second study, this one from mobile analytics firm Zokem. It shows that within the U.S. market specifically, iPhone loyalty is even greater.In November, a German market research firm released
To determine this data, Zokem ranked loyalty using a "net promoter score" (NPS) between -100% and 100%. Generally, an NPS of 60% is considered good. The only smartphone to achieve that score is iPhone, at 73%.
Android came in second place at 40% and Samsung Bada (33%), BlackBerry (30%), Symbian S60 (24%), Windows Mobile (10%) and Palm Pre (10%) trailed much further behind.
In addition, Zokem looked at platform churn, and found that, again, iPhone beat its competitors with a much lower churn rate than others. The iPhone churn percentage was 29% while the next lowest was Android, at 44%.
Apple iPhone users are also likely to buy an iPhone again (85% will repurchase), but so are, interestingly enough, Android users. Zokem found that 89% would purchase an Android again. However, among weaker competitors, the desire to move to another platform was more prominent.