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Your next smartphone will likely be from the same manufacturer again according to study

Your next smartphone will likely be from the same manufacturer again according to study (Source: Morning Consult)
Your next smartphone will likely be from the same manufacturer again according to study (Source: Morning Consult)
An analytics group recently polled 2200 adults early last month to study brand loyalty and how factors like income, age, or region may impact user decisions. Apparently, more than two-thirds of adults say they would stick to the same smartphone manufacturer for their next upgrade.

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.

(Source: Morning Consult)
(Source: Morning Consult)

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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2018 09 > Your next smartphone will likely be from the same manufacturer again according to study
Allen Ngo, 2018-09-13 (Update: 2018-09-13)
Allen Ngo
Allen Ngo - US Editor in Chief
After graduating with a B.S. in environmental hydrodynamics from the University of California, I studied reactor physics to become licensed by the U.S. NRC to operate nuclear reactors. There's a striking level of appreciation you gain for everyday consumer electronics after working with modern nuclear reactivity systems astonishingly powered by computers from the 80s. When I'm not managing day-to-day activities and US review articles on Notebookcheck, you can catch me following the eSports scene and the latest gaming news.