The accepted paradigm has been that if one is happy with a brand, one sticks to it. The same applies if one is happy with the ecosystem – because one is familiar with it and there is often an investment in apps or music that that may not be transferable from one to the other.
Finder surveyed 2031 people and said the accepted paradigm was incorrect – 36% of Australians (5.5 million phone buyers) would buy whichever phone or ecosystem they preferred at purchase time.
That leaves 63.4% who would probably buy a newer version of what they had.
|Aussies’ smartphone loyalty|
|Buy whichever phone when they need a new one||36%|
|With Apple and stick with Apple||33%|
|With Samsung and stick with Samsung||21%|
|With Sony and stick with Sony||1.8%|
|With HTC and stick with HTC||1.5%|
|With Google and stick with Google||1.3%|
|With Microsoft and stick with Microsoft||1.0%|
|With Huawei and stick with Huawei||0.7%|
|With LG and stick with LG||0.6%|
|With Motorola and stick with Motorola||0.4%|
|With Oppo and stick with Oppo||0.3%|
|With BlackBerry and stick with BlackBerry||0.3%|
|With Alcatel and stick with Alcatel||0.1%|
Other interesting facts from the survey included:
- Gen Y are strong Apple supporters with 46% of respondents sticking with iPhones.
- Baby Boomers are the least loyal, with more than half buying whichever phone they prefer at the time of purchase.
- Huawei had the biggest growth in brand intent in 2016 with handset searches increasing 101%.
- OPPO had a 53% increase.
- Google Pixel/XL had an 86% increase.
- Apple interest remained stable.
- Sony had biggest proportional dip in interest.
- The Note 7 incident did impact Samsung’s brand, moving from 32% of mobile comparisons earlier in 2016, to 23% by mid-year, and steadily decreased over the rest of the year, finishing at 19% in December.
- Of those sticking to the brand, Apple was the first preference sitting at an average of 62%, Samsung at 25%, and all other manufacturers at 13%.
- There were 115 handsets on the Australian market to choose from.
Methodology: Finder used “intent” – What do you own now and what do you think you would buy. It is similar to the Kantar World Panel Comtech methodology and does not reflect actual ship-in/out statistics.
iTWire has an article on the increasing acceptance of Chinese brands like Huawei, OPPO and ZTE here.