Your next smartphone will likely be from the same manufacturer again according to study
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When purchasing a new smartphone, manufacturers are interested in how often users may jump ship and switch to a competing brand. This apparently doesn't happen as often as one may imagine.
According to a study by Morning Consult, 62 percent of respondents say they plan on purchasing a new smartphone within the next year. Of those 62 percent, a whopping 88 percent say they are somewhat likely or very likely to stay with the same manufacturer that they are already familiar with. In other words, users are very unlikely to make the jump from Samsung to Apple or vice versa when it finally comes time to drop an older model.
Another interesting find from the study is that Millennial users (age 22 through 37) are more loyal to their smartphone brands than Gen-Z users and baby boomers. Users say the phone's features, reliability, and customer service quality are the most important factors for deciding to remain loyal to a specific brand.
The results above are just a small snippet of a larger study investigating brand loyalty across a wide range of products like cars, video streaming services, and even stores and beer. The results are free to download and view through the link below.