With many smug spinmeisters and pundits proclaiming that the "smartphone wars" are over (with Apple and Google as winners), a new survey from GfK (n=2,653 mobile users in UK, US, Brazil, Germany, Spain and China) suggests a much more fluid marketplace.
The survey found that as many as 75% of current smartphone users are open to changing or will change mobile OSs when they get new phones. Overall only 25% were loyal to their existing OS. Analysis of the findings argues that consumers are "keeping options open" as new smartphones come out on a seemingly weekly basis. This is particularly acute on the Android platform.
The frenzy of releases and the fast-changing nature of the device market has likely created the "disloyalty" reflected in the survey data. However I would caution that the sample sizes break down and become very small on an individual country basis.
Among individual operating systems, the survey found that loyalty was highest to the iPhone (59%) and lowest for Microsoft (21%). Android and Nokia didn't fare much better (at 28% and 24% respectively). RIM saw 35% of BlackBerry users saying they would likely stay on the platform.
Earlier this year Nielsen found that the iPhone had slightly higher levels of loyalty than Android. But these findings showed much higher loyalty levels for both platforms and especially Android. Indeed, these US-only findings are dramatically different than those from the GfK survey.