Apple's iPhone received a user loyalty score of 73 percent, which was 84 percent higher than the 40 percent score of Google's Android platform, according to Zokem.
People really, really like their iPhones.
Apple's iPhone received a user loyalty score of 73 percent, which was 84
percent higher than the 40 percent loyalty rating scored by Google's Android
The latest research
came Jan. 18 courtesy of Zokem, a mobile
analytics specialist that focuses on smartphones. The company surveyed more than
6,000 smartphone users through 2010 to gauge how loyal people are toward
different phone models and carriers.
By loyalty, Zokem means how likely a user is to select a device or platform
for repurchase when their contract expires, or when their device is lost,
damaged or stolen. Low loyalty correlates with higher churn, meaning more likelihood
to shift to a competing platform.
Zokem regards a score greater than 60 percent as good, which means only the
iPhone nabbed a quality loyalty rating.
Samsung Bada ranked third in user loyalty, with a score of 33, followed by
Research In Motion's BlackBerry with 30 percent. Symbian S60 scored 23 percent to
round out the top five. Windows Mobile and Palm both eked out a loyalty rating
of 10 percent.
iPhone and Android provide the biggest competitive spark.
Zokem noted that while Android, which sports more than 100 handsets on the
market and sees 300,000 activations each day, emerged as the best-selling
mobile platform in the United States
in 2010, the few iPhone models that are available on the market are selling
more than any specific Android device.
"For the time being, Apple's well-controlled ecosystem, including the
iTunes app store and traditionally higher revenues per device, seems to make an
unmatched combination," Zokem wrote in a blog post Jan. 18.
"As a platform, however, Android is a fair competitor-and in certain
numbers, bigger than iPhone-but the industry attention is still geared toward
the iPhone as the leading smartphone platform, particularly in the U.S."
The latest ComScore and Millennial Media numbers bear this out. ComScore said
Android grabbed 26 percent market share through
November, compared with 25 percent for Apple iOS. That's the first time Android
outsold iPhone in the researcher's metrics.
Millennial, meanwhile, rated
the iPhone as the top device serving ads on its network.
Millennial nabbed 21 percent of the top 15 manufacturers' impression share in
There is some good news for Apple, RIM and Google from Zokem, which noted in
its "repurchase model" that current owners of iPhones, BlackBerrys
and Android devices are all more likely to buy a handset from the same platform
in the future rather than to change to a competing platform.
That certainly bodes well for the future of those three platforms, which
many analysts see as running a three-horse race while the rest of the players
plod in the distance.