From Consumer Intelligence Research Partners’ “Apple iOS Surges,” posted Monday:
“Apple iOS and Google Android are now roughly at parity in terms of share of buyers,” said Josh Lowitz, CIRP Partner and Co-Founder. “For several years Android smartphones had a significant edge, with over 60% of customers opting for an Android phone in most quarters. In the past couple of years, though, iOS has closed the gap, and now splits the market with Android.”
“Loyalty and switching help explain some of the change in share of new phone activations, with iOS gaining loyalty in a market with minimal switching,” said Mike Levin, CIRP Partner and Co-Founder. “In the most recent quarter, Apple had an edge in loyalty, with 93% of prior iPhone owners upgrading to a new iPhone, compared to 88% of Android owners staying with Android. Over several years, iOS gained about five percentage points in loyalty, while Android remained flat. This allowed Apple to steadily increase the iOS share of new smartphone activations.”
CIRP bases its findings on its survey of 500 US customers that activated a new or used phone in the April-June 2021 period.
Cue the OS share charts:
My take: Loyalty’s reward.