Survey finds 70 percent of iPhone loyal and won't switch, 40 percent want 'iPhone 8'

in iPhone
Approximately 70 percent of iPhone users will not consider purchasing any other smartphone, the results of a recent survey by Fluent reveals, with 40 percent of respondents looking to upgrade to an iPhone planning to choose the upcoming 'iPhone 8.'

According to the Fluent report seen in full by AppleInsider, 34 percent of survey respondents use an iPhone as their primary smartphone, with devices from Samsung and LG following with 26 percent and 14 percent shares respectively. Another 14 percent reportedly use a different brand of Android smartphone, with 2 percent still using Windows Phone, 4 percent using other alternative smartphones, and 7 percent claiming not to own a smartphone at all.

The survey of 2,117 U.S.-based adults found 79 percent of those identified as iPhone owners said they would upgrade to another iPhone, a higher loyalty percentage than Samsung's 63 percent and LG's 39 percent. For those switching over to iPhone, 10 percent of Samsung owners said they would change over for their next purchase, with 13 percent of LG device owners saying they would do the same.

In another measure of the loyalty of iPhone owners, nearly half of those questioned admitted to owning at least 4 iPhones in their lifetime, with 28 percent owning at least 5 iPhones, and 17 percent claimed to have owned 6 or more iPhones. Only 15 percent said they had owned a single iPhone.

Of the 70 percent who said they would not consider buying another phone other than iPhones, 67 percent believed it was the best smartphone on the market, while 41 percent said they were used to iOS and didn't want to switch, and 41 percent liked Apple Support.

The Apple and iPhone branding is important to iPhone owners, with 25 percent claiming it to be the most important element when deciding to purchase a smartphone, compared to 17 percent for Samsung owners. While features and the operating system scored 21 percent and 16 percent respectively, only 29 percent of iPhone owners said price was the most important, with the number rising to 34 percent for Samsung users and 39 percent for those with LG smartphones.

In another survey conducted by Fluent in July, Apple was shown to have one of the highest loyalty and satisfaction rates among major corporate brand from U.S. consumers, achieving a 91 percent loyalty score and 85 percent for satisfaction from respondents.

As for the looming iPhone refresh expected next month, 40 percent of those planning to buy an iPhone as their next smartphone are likely to go for the "iPhone 8." The "iPhone 7s" and "iPhone 7s Plus" were also well represented, with 19 percent preparing to buy the "Plus" version for their next device, and 17 percent wanting to purchase the standard "7s" model.

Despite the high proportion wanting to get an "iPhone 8," prospective owners are seemingly willing to wait for the initial rush for the device to be over, with 9 percent planning to get one on launch day, and 7 percent doing so one month after launch. Of the remainder who roughly knew when they would look to acquire an "iPhone 8," 16 percent are prepared to wait until later in 2017, and 39 percent plan to do so sometime in 2018.

The reportedly high pricing for the "iPhone 8," which could start from as much as $1,000, may be putting off some customers. Of those who say they are planning to buy an "iPhone 8," 13 percent say they will definitely purchase it if it is sold at that price, with another 29 percent uncertain, but saying they may still buy it.

If Apple comes out with hypothetical "limited edition iPhone 8" priced at $1,400, the number of willing buyers shrinks down to 8 percent. A further 22 percent said they would consider the purchase.

When asked if they think of the rumored $1,000 base cost for the "iPhone 8," 67 percent of those planning to get an iPhone in the future said it is too expensive, while only 12 percent say it is rightly priced. Fluent suggests these are not necessarily an "indicator of future action" due to the strong loyalty of the iPhone user base, and though consumers may be unhappy with a price hike, services such as deferred payment plans offered by carriers may still entice them to upgrade.

This view of consumers paying for higher cost devices mirrors an investor note from Barclays about the "iPhone 8," published earlier this month, with a survey claiming 85 percent of respondents were willing to pay more than they did a few years ago. The data revealed customers are willing to spend an average of $48.50 per month on a 12-month device installment plan - with device turn-in for a newer model the following year.

In the same Barclays survey, the number of all smartphone owners across all brands willing to pay more than $1,000 for a new device is just 11 percent. This is a slightly lower figure than Fluent's data, which only asked those planning to buy an iPhone as their next device, rather than covering all smartphones.


  • Reply 1 of 17
    I am actually surprised it's only 70%.
  • Reply 2 of 17
    fallenjtfallenjt Posts: 4,040member
    I am actually surprised it's only 70%.
    You forgot the 30% users may be old peeps that will go back to feature phones!
  • Reply 3 of 17
    irelandireland Posts: 17,771member
    Survey finds I want a Ferrari.
  • Reply 4 of 17
    I think the price point discussion is moot sometimes -- I'd hazard a guess that a lot of people do the monthly plans with their carrier or thru Apple's iPhone upgrade program. For me, saying the phone is one price vs another does not really make a difference (and most of these articles are focusing only on the 'buy-it-outright' price) since I will be looking at what the monthly payments to either AT&T or Apple would be. I have a 256GB iPhone 7 and for me, that works out to $40.75/month thru Apple. I'm just curious to see what the plans for all the new phones will be.
    gregg thurman
  • Reply 5 of 17
    AI_liasAI_lias Posts: 410member
    sog35 said:
    Price point is getting exaggerated.

    The iPhone6 Plus 64GB was $949 when it came out.

    The iPhone X 64GB will be about the same price.

    Well, X will start at that price, and go higher from there. Apple is obviously including a higher tier for people who can afford it, and don't look at money. For a good portion of the people that price is untouchable, just too high, so they will fall back on the 7s phones, or just hold onto phones for longer, to spread the cost over more years.
  • Reply 6 of 17
    Speculate all you want, but NOBODY (except Apple) knows for sure what iPhone "X" pricing and demand will be. Besides, the cash price means practically nothing as the overwhelming majority of industrialized markets will purchase with a plan of some sort. Further, any monthly price increase in the next iPhone will be offset by reductions in monthly carrier plans. Also, NOBODY is factoring in trade-in values as an offset of the new iPhone cost. If there is a price increase, it will be because Apple has determined that the market will support the increased price (despite all the naysayers comments to the contrary). A $1000 - $1200 iPhone is a non-issue.
  • Reply 7 of 17
    larryjwlarryjw Posts: 860member
    Without reading the report I don't know what to make of it.

    i certainly think that ownership of iPhones by different people in the household, and ownership of multiple apple products like iMacs, iPads, and MacBooks would virtually guarantee very strong loyalty to iPhones. Conversely, the mere ownership of just an iPhone by one person would substantially decrease apple loyalty measures. 
  • Reply 8 of 17
    78Bandit78Bandit Posts: 238member
    sog35 said:
    Price point is getting exaggerated.

    The iPhone6 Plus 64GB was $949 when it came out.

    The iPhone X 64GB will be about the same price.

    The price you quoted was for the 128GB model.  The 64GB iPhone 6 Plus was $849.

  • Reply 9 of 17
    eightzeroeightzero Posts: 2,648member
    I am sure the iPhone 8 will be a great product. I got a launch day 7, and I love it. I don't see a specific reason (yet) to upgrade for $1000.

    At some point in the future, this will change. It will be for an iPhone.
  • Reply 10 of 17
    Lol can confirm, i own iPhone 2g and 7plus. Have also owned 3G, 4s, 5, 5s and 6s. I'm certainly one for the brand loyalty. I like Apples ecosystem. Will I buy a 8/10th year anniversary iPhone or whatever? ...probably. I find every time I say I won't upgrade I tend to find someone in the family to give/sell it to and then I upgrade. It's fine paying a little bit a month for something I use a everyday almost as much as my Macs.
  • Reply 11 of 17
    pscooter63pscooter63 Posts: 1,059member
    I have a neighbor whose spouse forced them into switching to Android, because said spouse had an unresolved grievance against Apple, and swore to never again support them with any purchase.  The neighbor is miserable, even with the flagship Samsung.  I don't discount the possibility that the neighbor will eventually stand up and do what he/she really wants.

    I wonder how many "forced switchers" there might really be, out there.
  • Reply 12 of 17
    I rarely see people talk about how much influence the past purchases of Android/iPhone apps to their respective OS plays a huge part in continued loyalty of the devices. I'm not only speaking of the one-time app purchase but also the In-app purchaces consumers make that usually works for only the one OS - thus people are forced to purchase again if they switch to the other OS.

    I find Apple's success jumped hugely due to the iTunes Store creation and then even more when the iPod came out to work harmoniously with it back in 2000. The iOS Appstore was launched  a YEAR after the first iPhone came out and look how much the device grew to due to the exponential growth of app development because of the 70/30 developer revenue model. Then came the In-App purchases which made consumers go even more ga-ga on their credit cards.

    Now I should fairly say similarly to how Androids' growth has been that went along with their OS and the devices that work for it. I just see that past consumer purchases may have made most to want to stick with the same OS that their App/In App purchase were made only to work for.
  • Reply 13 of 17
    $998: "Meh it's about the same price as other flagships."
    $1000: "too expensive."
  • Reply 14 of 17
    Apple has, and has had the most loyal customers in the world... since 1984, if not before.
  • Reply 15 of 17
    $998: "Meh it's about the same price as other flagships."
    $1000: "too expensive."

    Exactly.  I especially like when articles say that the new iPhone is expected to cost "approximately $999."  The one thing I'm sure of is that it won't be price at exactly $1000.
  • Reply 16 of 17
    cornchipcornchip Posts: 1,865member
    I sure as shit ain't switching to android. Even if it means I have to use 5yo tech the rest of my life. 
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