UBS: iPhone’s 89% retention rate crushes competition; next closest is HTC at 39%
A whopping 89% of iPhone owners plan to stay loyal to Apple with their next smartphone purchase according to a recent survey conducted by investment bank UBS. A group of analysts from the firm recently commissioned a survey of 515 smartphone owners and determined that Apple’s iPhone is by far the most “sticky” device on the market. Apple’s next closest competitor was HTC, but only 39% of HTC smartphone owners said they intended to purchase another phone from the Taiwan-based vendor. RIM dropped to the No. 3 spot with a 33% retention rate, which was just half of the 66% it scored in a similar UBS survey from 18 months earlier; Apple had a 95% retention rate in UBS’s March 2010 survey, so it too declined over the past year and a half. Samsung (28%) and Motorola (25%) rounded out the top-5. A chart of UBS’s findings follows below.
Zach Epstein
Zach Epstein is the Executive Editor of BGR. He has 10 years of industry experience, first in marketing and business development with two private Telcos, then as a writer and editor covering business, technology and telecommunications.
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