| iOS loyalty rate increases following release of latest iPhones Will McKitterick | November 30, 2015 Want to receive more free charts from BI Intelligence? Sign up here » The iOS loyalty rate — the percentage of iOS device users who stick with Apple when buying a new device — increased dramatically in the two weeks following the launch of the new Apple iPhone 6s and 6s Plus this fall, according to new research from Ericsson. In contrast, Android loyalty declined significantly from 82% of switchers to 76% over the same period. Notably, twice as many Android users switched to new iOS models than before the launch of the new iPhones. 
Android and iOS devices account for an overwhelming majority of the smartphone installed base globally. Switchers are all the more important in mature markets where the number of first time buyers continues to dwindle. The study illustrates how device launches can have an important impact on user loyalty in countries where smartphone ownership levels have reached a saturation point. 192.4 million people (77.4% mobile market penetration) in the US owned smartphones during the three months ending in September 2015, according to comScore. Device cycles affect a variety of other behaviors, according to the report. - The average users' data consumption increases between 20% and 45% following a smartphone model upgrade.
- Software download traffic also peaks in the days following a device upgrade, but only for a short period. Traditionally, video dominates data consumption patterns during normal periods.
- Users with low-end smartphone models are less loyal to their platform regardless of operating system.
- The vast majority of smartphone users remain loyal to their operating system. This holds true for Android and iOS users, but not for Windows phone users. Around 60% and 15% of Windows users moved to Android and iOS smartphones respectively, while only 20% purchased another Windows phone.
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