Research shows that Samsung is improving though

Apr 19, 2018 08:30 GMT  ·  By

Samsung recorded the biggest number of activations in the March 2018 quarter, according to a new researcher, while Apple and LG were next.

This performance makes sense given the debut of the Galaxy S9 and Galaxy S9+, and Consumer Intelligence Research Partners (CIRP) says the two models propelled Samsung to the leading spot with 39% of all US mobile phone activations.

Apple was the runner-up with 31%, followed by LG with 14%, while all the other brands accounted for 17% of activations.

CIRP says Samsung is the typical leader in this regard, and Apple only topped the charts in the December 2017 quarter following the launch of iPhone X.

“As iPhone demand settled in after these launches, and Samsung brought its new Galaxy S9 and S9+ to market, shares reverse, returning to the levels seen in recent quarters. Samsung improved its share over the March 2017 quarter, and over the December 2017 quarter. Last year at this time, Samsung lost share relative to the December 2016 quarter,” said Josh Lowitz, Partner and Co-Founder of CIRP.

Apple rules in terms of brand loyalty

Where Apple is leading, however, is brand loyalty, as the Cupertino-based company still has the biggest percentage of phone activators remaining with the brand.

CIRP, however, says that Samsung is improving, and Android overall is also benefiting from more loyal users, as more buyers who choose Google’s mobile platform typically stick with it for their next phone purchase. This means a smaller number of customers is making the switch from Android to iOS.

“For a long time, Android owners remained loyal to Android. Yet, they often chose to switch brands, which they could do without learning a new operating system. As fewer unique features are added to flagship phones, and brands have developed personalities with consistent user interfaces, consumers have fewer reasons to change brands, and more reasons not to when they upgrade phones,” said Mike Levin, Partner and Co-Founder of CIRP.

Apple still the leader in brand loyalty

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Phone activations in the March quarter
Apple still the leader in brand loyalty
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