Apple doesn't have a smartphone loyalty problem, but Google does

in iPhone
Apple can rest easy knowing many iPhone owners out there will stick with the brand, but a new study shows that the same can't be said for Google.

Google Pixel 7 and iPhone 14
Google Pixel 7 and iPhone 14

That's according to new data put together by Statista, following the announcement of Google's two newest smartphones. After surveying thousands of smartphone users in the United States, it turns out Google might need to work on that loyalty issue.

Statista surveyed a total of 9,571 smartphone users in the U.S. from April 1, 2022 up until March 28, 2023, with just over 7,500 responding. Interestingly, while thousands of iPhone and Samsung-branded smartphone owners responded, less than 500 Pixel owners did.

In any event, as you can see from the graph below, the iPhone remains a steadfast purchase for most owners. When asked, "How likely are you to change your smartphone brand at the next possible occasion?", the results show that 49% of current iPhone owners are going to stick with the iPhone moving forward.

Smartphone loyalty by brand
Smartphone loyalty by brand

Compare that to the 44 percent of Samsung smartphone owners that say the same, or the lackluster 26% of Pixel owners who said the same.

The numbers are even more staggering the other way for the Pixel, with 57% of respondents saying they are going to switch away from the Pixel to something else. Meanwhile, both Apple and Samsung sit at 34 percent planning to switch.

The report indicates Google may win over some new customers with its latest smartphones, which includes a foldable device. However, keeping those customers coming back for more appears to be the company's weak point, despite having specs and price tags to help sway them.

Read on AppleInsider


  • Reply 1 of 5
    coolfactorcoolfactor Posts: 2,273member
    I'm surprised by these results. I expected iPhone to have much more sticking power. On the same token, Samsung users tend to be super die-hard. I feel sorry for them.  :D
  • Reply 2 of 5
    Fred257Fred257 Posts: 244member
    Laughing…I would switch to my pixel accept the pixel watch does not deliver!
  • Reply 3 of 5
    chasmchasm Posts: 3,374member
    I'm surprised by these results. I expected iPhone to have much more sticking power. On the same token, Samsung users tend to be super die-hard. I feel sorry for them.  :D
    I’m sure the Statista group faithfully reported their results, but MANY other surveys have been done on this topic and, to put it mildly, the iPhone does far better in platform loyalty in those surveys.

    To be fair, there’s a lot of “freedom” to move between brands in the Android world. I, as an iPhone user, view this as a minus because each brand tinkers with the consistency of the Android experience, but others may see this as a plus. The variety of price points available to Android users is an absolute plus, if your use of smartphones is minimal.

    I’m glad there is viable competition; that keeps everyone on their toes, and accommodates different tastes and styles of use. This is a good thing, not a bad thing.
    lolliverwatto_cobramuthuk_vanalingamBart Y
  • Reply 4 of 5
    auxioauxio Posts: 2,740member
    Would have been interesting if they broke it down by the cost of their current phone when they got it. I'd be willing to bet that the vast majority of people who said they'd be willing/want to change brands own phones which they got because they were free/cheap.
    lolliverwatto_cobraBart Y
  • Reply 5 of 5
    I agree with others in this thread that these numbers do not look correct. Apple's iOS definitely enjoys more than 90% retention rate for very good reasons. Same with Android - brand loyalty may be lower than Apple, but people using Android phones are more likely to switch to another Android phone than iPhone (that too for very good reasons, with pricetag being one of them as pointed out by @Auxio). Google on its own does not have meaningful marketshare in smartphone segment, so their situation is irrelevant to the loyalty discussion. Only Apple, Samsung, BBK and Xiaomi qualify for the discussion, with Huawei having been destroyed by US government actions.
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