On a semi-regular basis, Apple’s executives tout the customer loyalty that its brand has picked up over the years, usually touting how much people love iOS and the iPhone.
And while loyalty for Apple’s products is surely still there, it looks like a recent survey conducted by CIRP may indicate that Google’s Android has not only caught up to Apple’s iOS, but has even passed it — at least based on the feedback from 500 people. CIRP published their new findings recently, and indicates that Android has as high a customer loyalty as 91%.
The range, for those keeping track, is 89% to 91% for Android, and iOS is between 85% and 88% in customer loyalty, which was “measured as the percentage of customers that remain with each operating system when activating a new phone over the twelve months ending December 2017”.
According to the data CIRP was able to put together, it looks like the majority of Android users are loyal to the ecosystem as a whole, and are fond of the fact that they can try a wide range of different devices on the market without actually ditching Android as a whole.
“Loyalty is also as high as we’ve ever seen, really from 85-90% at any given point. With only two mobile operating systems at this point, it appears users now pick one, learn it, invest in apps and storage, and stick with it. Now, Apple and Google need to figure out how to sell products and services to these loyal customer bases.”
As one might imagine, the fact that Apple and Google have become the two go-to options in the mobile space means that the companies are basically gaining and losing customers from one another. As such, the goal for each is not only to retain the customers it has, but also convince those on the other side to jump ship and pick their own platform.
As the CIRP data suggests, customers are staying loyal to these brands, but they are also digging in their heels and investing in the platform of each as a whole, too. One has to imagine that Google might have a leg up here, considering that Android works with so many different things out there, from smart home devices to computers. Meanwhile, Apple’s ecosystem is wholly invested in itself and going out of that walled garden isn’t part of Apple’s modus operandi. Still, a sample size of 500 is certainly very small, and Apple is more than likely still very happy with the customer retention numbers it has.