A new survey, conducted by BankMyCell, indicates iPhone loyalty has fallen to an all-time low. The survey indicates iPhone retention levels are down 15% over the last year.
CNET reports the survey tracked 38,000 people that have traded in their smartphone since October. The survey focused on Apple brand loyalty. The data showed iPhone retention was down 15.2%, compared with data from March 2018.
The reports shows 26% of the folks trading in their iPhone X switched to another brand, while 7.7% of Samsung users switched to an iPhone. 92.3% of Android users who traded in their handset hung in there with Android. The data suggest 18% of people who traded in any model iPhone switched to a Samsung handset.
BankRoll used data from its own survey and data from other companies to conclude that iPhone loyalty has hit its lowest point since 2011, falling to 73%. For comparison purposes, loyalty in 2017 ranked in at 92%.
Some caveats about the study should be noted. First, the sample size s relatively small, and appears to come almost entirely from customers using the BankMyCell service. Data from other studies, such as one from CIRP, suggest iPhone loyalty continues to reach new highs. CIRP reported in January that iOS loyalty sat at 91%.
