Smartphone research data shows Apple winning over Android users

Horace Dediu has tweeted a table made by Bank of America Merrill Lynch Global Research in regard to current smartphone brand ownership and future smartphone brand ownership. The chart, which is labeled “Smartphone brand intending to get next by brand currently owned,” throws up some very interesting information. Unsurprisingly, Apple commands the most loyalty, with 70% of owners reportedly keen on moving on to another iOS-powered device. Huawei is second with 54%, followed by Samsung (53%), Google (42%), and Vivo (41%).

The chart, which was created with research data taken from 32,523 people surveyed, shows grim news for brands such as Motorola and ZTE. Just 17% of owners of ZTE devices want to stick with the Shenzhen-based manufacturer, while a paltry 11% of Motorola users want to upgrade to another Moto. Owners of Google-made devices come across as one of the most hardcore group of Android supporters; 15% of them would choose a Samsung device as their next smartphone compared to just 5% defecting to the iOS ecosystem.

What’s really good news for Apple executives is where many different brand owners want to go after choosing to upgrade from their current device. After the current-owned brand, Apple becomes the most popular choice for owners of smartphones made by HTC, Huawei, Lenovo, Motorola, Oppo, Vivo, Xiaomi, and most significantly Samsung. 19% of Samsung-branded smartphone owners are interested in moving to Apple, whereas a measly 4% of Apple-branded device owners are tempted by the South Korean manufacturer’s products.

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