Android and iOS trump Windows Phone for user loyalty – Ericsson

Android and iOS trump Windows Phone for user loyalty – Ericsson

18 NOV 2015

The majority of smartphone users remain loyal to the operating system of their existing device when upgrading, with Microsoft’s Windows Phone platform being a notable exception to the trend, according to Ericsson’s latest Mobility Report.

According to the infrastructure giant, 82 per cent of Android users and 73 per cent of iOS users picked a new smartphone powered by the new platform. In contrast, only 20 per cent of Windows Phone users stuck with the Microsoft platform, with the majority churning to Android.

There was a significant variation in loyalty between low-end and high-end models (regardless of OS), with owners of more expensive devices likely to remain with the same platform. While the reasons for this were not revealed, there are a number of likely reasons – including satisfaction with device performance and investments made in content and apps.

Interestingly, the launch of new iPhones has a significant impact on loyalty. When this takes place, the portion of iOS upgraders remaining within the family climbs sharply, while Android loyalty decreases.


Steve Costello

Steve works across all of Mobile World Live’s channels and played a lead role in the launch and ongoing success of our apps and devices services. He has been a journalist...More

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