Android users stay loyal to the operating system for longer

A study by the market researchers Consumer Intelligence Research Partners (CIRP) shows a higher commitment to the mobile operating system among users of the Android platform. According to the study, the value of Android and iOS since the beginning of 2016 has been relatively stable and has now peaked.

Thus, the measured loyalty value for Android was initially at 89 percent. The increases in December 2017 to 91 percent. For iOS, the value of "consumer retention" grew from 85 to 88 percent over the same period. That this value is higher on Android, was not always so according to CIRP. Only since 2014, the Android users seem to be more hardcore than the iOS counterpart.

"Android user loyalty surpasses that of iOS easily," commented Josh Lowitz, partner and co-founder of CIRP. "Over time, Android loyalty has been steadily improving, largely because it has reached the same level of availability of apps, music, and video, and so the user experience of both platforms has become more consistent. Android users also benefit from the fact that there is a wide range of smartphones from different manufacturers, so they can exchange the hardware, without having to learn a new operating system. "

Growing loyalty levels make it harder for Apple and Google to attract new users to their own platform.

"With Android and iOS, loyalty has been growing since 2015, and even until 2016, when growth has slowed somewhat," said Mike Levin, partner and co-founder of CIRP. Currently, the degree of bonding is higher than ever before. "With only two operating systems left on the market, it looks like users are choosing one thing, learning how to handle it, investing in apps and storage, and then staying on the platform." Now, both vendors need Apple and Google ways find ways to sell services and products to these loyal customers.

How is the value? CIRP observes a quarterly group of 500 users from each platform. "Loyalty" is measured as a percentage over 12 months as soon as a user activates a new phone. However, the researchers emphasize that Android has a much larger user base, and because of this larger group, the actual number of users switching from iOS to Android is greater than or equal to the absolute number of users switching from Android to iOS.