updated 04:20 pm EST, Tue January 18, 2011
Zokem says iPhone still most loyal brand
iPhone users are still the most loyal to the platform by a wide margin, Zokem found in a study on Tuesday. Apple's platform was unique in commanding not only high loyalty from existing users, 85 percent of which planned to buy again, but being the most frequently sought after by those jumping over from competitors. Android had a higher loyalty, at 89 percent of existing owners likely to buy again, but there was higher overall turnover and fewer using another mobile OS likely to choose it as their next platform.
RIM's BlackBerry and Samsung's Bada were middling in terms of commitment to the platform. HP/Palm's webOS and Symbian were the least loyal of all among those asked, with the vast majority of both likely to switch to another platform.
Nokia's Maemo, used only on phones with the N900, was the only one to have a negative overall loyalty score as everyone was leaving the mostly abandoned platform.
The results covered about 1,500 subjects and wasn't a complete reflection of the market. It still corroborated earlier studies that suggested that iPhone loyalty was highest. Android has been unique among multi-device phone platforms in keeping a high degree of loyalty but has also shown signs that it may not necessarily command the same consistent buying habits.