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Study: More users migrating from Samsung to Apple than vice versa

updated 07:36 pm EDT, Mon August 19, 2013

Three times more users who shift brands do so to Apple from Samsung

A new study by analyst firm Consumer Intelligence Research Partners (CIRP) has broken down what the industry calls "churn" between Apple's and Samsung's smartphones. The study shows that among buyers who changed brands, 33 percent of Apple customers over the last year switched from a Samsung phone, with only 11 percent switching in the other direction -- from Apple to Samsung.

CIRP surveyed 500 smartphone buyers per quarter from July 2012 to June 2013. The subjects must have purchased a new device within the previous 90 days to have been selected for the survey.

Other key findings from the report are that 42 percent of Apple's US customers purchased their phone as an upgrade from a previous model of the iPhone. Meanwhile, Samsung pulls more first-time smartphone buyers from feature phones than Apple, with 37 percent of those surveyed picking the Samsung device, and 26 percent choosing the Apple device. Contrary to the perception on Wall Street, Samsung draws most of its brand-switchers from HTC, Motorola, and Nokia, rather than Apple or BlackBerry.

by MacNN Staff



  1. aardman

    Fresh-Faced Recruit

    Joined: 11-18-09

    I suspect Google, Samsung and the rest of the Androidgenous crowd knew this all along and have had been running an endless five alarm fire drill trying to figure out how to fix this.

  1. climacs

    Mac Enthusiast

    Joined: 09-06-01

    somebody (might even have been me! I truly do not recall whom) predicted 2013 would be the year that the relative non-profitability of most handset makers would lead to market exits. It's coming true now, though I suspect 2014 will see a continuation of the trend.

    So far Blackberry is putting itself up for sale after the wet fart of its BB10 devices launch. HTC is in trouble. Nobody cares any longer about Motorola's smartphones though I hear they are decent enough. Nokia seems to be hanging on and maybe even making a bit of a comeback.

    But it's pretty much Apple and Samsung who make all the profits. That situation cannot persist indefinitely for the rest of the pack...

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