Fewer users are selling their old iPhones to buy a new model from Apple, according to data from BankMyCell, a trade-in program for an old phone for a new one.
To track Apple brand loyalty during the refresh cycle, the company has collected data from more than 38 people who have upgraded their phones to new ones as part of the trading in program since October 000.
It turned out that the number of users who remained committed to the iPhone decreased by 15,2% compared to March last year.
Approximately 26% of users sold an iPhone X model to buy a smartphone from another brand, while only 7,7% of Samsung mobile device owners switched to using an iPhone.
According to BankMyCell, the highest level of loyalty to Apple was recorded in 2017, when those who want to change their outdated iPhone to a newer model of the Cupertino company had a 92% rate.
It should be noted that the data from this study is in stark contrast to the January 2019 Consumer Intelligence Research Partners (CIRP) survey, which found that 91% of iOS users upgraded their iPhone to a more recent smartphone from the same brand. In its study, CIRP also stated that loyalty to both iOS and Android has been steadily increasing, reaching the highest level in the last quarter for the entire period of the surveys.
Source: 3dnews.ru