Android has managed to top iOS in a recent study on brand loyalty by Consumer Intelligence Research Partners.
The group found that when users are activating a new phone, 91% stay with the Android brand, while only 86% stay with iOS.
While the difference may be small, Google’s Android controls almost 75% of the global smartphone market, and its brand loyalty is higher than it’s ever been.
With only two mobile operating systems at this point, it appears users now pick one, learn it, invest in apps and storage, and stick with it.
Now, Apple and Google need to figure out how to sell products and services to these loyal customer bases, Mike Levin, partner and co-founder of CIRP, wrote in the study.
iOS and Android compete more aggressively as the number of first-time smartphone buyers shrinks, continued Levin.
With fewer users of the legacy smartphone operating systems, basic phone owners, and first-time mobile phone buyers, Android and iOS now mostly gain and lose users to the other operating system.
Experts have pegged a variety of reasons for the difference in loyalty, with most pointing to the availability of different phones carrying the Android system as opposed to iOS.
Android users can switch phones and manufacturers but still use the same operating system, potentially making them more likely to stick with the brand.