In the competition for smartphone brand loyalty, a survey by GfK has found that more than half of all smartphone owners (56%) were undecided over their next handsets, with only Apple commanding a significant degree of loyalty.
With features like GPS, media players and Wi Fi increasingly the norm across the board, owners of web-enabled phones are more concerned with ease of access to services and app stores. There has been an explosion of new choices on the market over the last year, with Android, Windows Phone 7, and with new versions of Symbian, the RIM OS and Meego in the pipeline.
The survey found that only 25% of smartphone owners planned to stay loyal to the operating system running their phone, with loyalty highest among Apple users at 59%, and lowest for Microsoft’s mobile software, at 21%.
Just over a third of Research in Motion’s BlackBerry users said they would stay loyal, compared with 28% for users of phones running Google’s Android software, and 24% for users of Nokia Symbian phones.
The survey, that consisted of 2,653 mobile phone users in Britain, the US, Brazil, Germany Spain and China; also found that 37% of “dumb” handset owners planned to upgrade to a smartphone with their next handset.