Nokia comes close but Apple still has the highest smartphone brand loyalty

Apple still has the highest smartphone brand loyalty, Nokia in third place

When it comes time to purchase a brand new smartphone, do you stick to the same brand or do you venture to a new brand? According to a new chart from Statista, Apple still has the highest smartphone brand loyalty. Nokia comes in third place, right behind Samsung.

“iPhone users are more loyal to Apple than users of any other smartphone brand are. According to data from Morgan Stanley’s AlphaWise tracker, which compiles sell-through data using web search analysis, 90% of iPhone users stick with the brand when purchasing another phone. Samsung, Apple’s largest competitor, managed to improve its brand retention rate significantly over the past years, but still trails Apple by 13 percentage points,” Statista stated.

So what does this chart mean? It means Apple iPhone owners tend to stick with the iPhone when purchasing their new smartphone. In fact, Apple’s brand loyalty only keeps going up. Samsung has also achieved the same success, while Nokia is close to being as popular as Apple and Samsung.

Nokia — albeit the devices and services division is now a part of Microsoft — features a wide variety of Windows Phone powered Lumia devices. Perhaps the reasoning for Nokia’s high rank on this chart has to do with someone upgrading their smartphone to the latest Lumia device. I for one had upgraded my Lumia 928 to a Lumia Icon on Verizon.

As you can also see in the chart above, Nokia has a higher brand loyalty than Motorola, HTC, BlackBerry and ZTE. Which brand are you loyal to? 

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