According to a recent survey conducted by UBS Research, Apple’s iPhone has the highest retention rate among smartphones.
iPhone has the highest retention rate of 89%, followed by HTC at 39%, then BlackBerry at 33% (which has dropped from 62% earlier in the year), Samsung at 28%, Motorola at 25% and finally Nokia at 24% (down from 42%).
The sample size of the survey was about 515 consumers, which is a small user sample size, so take it with a pinch of salt.
UBS Research reports:
In general, retention rates appear to be falling for most of the OEMs. Relatively, Apple’s retention rates have held up incredibly well even as its market share has risen. Interestingly, when we look at all consumers who are considering changing handset OEM provider, Apple remains a significant net beneficiary. Alongside Apple, only Samsung and HTC also appear as net beneficiaries (more users won than users lost). Interestingly, of our respondents who are current Apple subscribers, only 6% indicated that they intended to move to a different OEM, with 4% saying they were undecided. This suggests that the retention rate for Apple could end up being as high as 93%. [UBS Research]
Interestingly, according to the survey, 31% of Android users are also planning to switch to Apple’s iPhone in the future. This could be customers who didn’t have the option to buy an iPhone, as it wasn’t available. For example: iPhone 4 came to Verizon only in February this year. Contracts of some of these users is probably coming up for renewal and they’re probably waiting to upgrade to iPhone 5.
Are you surprised by the results of the survey? We would love to hear your thoughts so please drop us a line in the comments section below.