Nearly 40 percent of Blackberry users continue to prefer Apple’s iPhone as their next smartphone purchase, but a third of them would also switch to the Android operating system, according to the second smartphone brand loyalty survey conducted semi-annually via Crowd Science’s advanced research platform for online audience measurement. The Crowd Scientists also found Android users rivaling iPhone users in loyalty, with about 90 percent of each user group planning to stick with their current brand when buying their next phone.
Asked specifically if they’d swap their present phone for Google’s new Android-based Nexus One, 32 percent of Blackberry users said “yes,” compared with just nine percent of iPhone users. This figure zoomed to 60 percent for users of smartphones not made by Blackberry or Apple.
“These results show that the restlessness of Blackberry users with their current brand hasn’t just been driven by the allure of iPhone,” said John Martin, CEO of Crowd Science. “Rather, Blackberry as a brand just isn’t garnering the loyalty seen with other mobile operating systems.”
Crowd Science’s methodology applies rigorous sampling and research techniques to online populations, allowing for real-time results. Indeed, a significant event affecting the research – the debut of Nexus One on January 5 – occurred midway through the Dec. 24. 2009 to Jan. 21, 2010 study period. Rather than being a disruptive factor, however, the Crowd Scientists were able to measure how the launch affected the attitudes of respondents. For example, awareness of the Android operating system jumped six points – to 66 percent from 60 percent. Moving from awareness to familiarity, however, results were stable throughout the research period – at about 10 percent for all smartphone users excluding Android owners.