Consumer Intelligence Research Partners (CIRP) surveyed 500 consumers in the U.S. who activated a new or used phone in the final three months of 2018, and discovered that 91% of iPhone users upgraded to another iPhone. It should be noted however, that Android users were equally loyal, with 92% of Android-using respondents upgrading to another Android phone.
Loyalty in both camps has steadily increased. CIRP says last quarter’s results are the highest levels of loyalty ever measured.
“Loyalty hit the highest levels we’ve ever measured,” said CIRP co-founder Mike Levin. “Learning a new operating system takes effort, so fewer and fewer customers have found the need to switch. This, coupled with the quality and reliability of new phones is likely contributing to the longer upgrade cycles we are witnessing.”
Last week, CIRP announced that while sales of Apple’s iPhone XR might not have been what the company was hoping, they were still high enough during the holiday quarter to make it the best selling iPhone in the U.S.