Less loyal to mobile handsets than to OS

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Feb 26, 2014, 07:30 ET

BARCELONA, Spain, Feb. 26, 2014 /PRNewswire/ -- A new report by Kantar Worldpanel ComTech has found that just 41% of users stay loyal to a specific brand when they change device compared with 68% who stay loyal to their existing OS. And it's a particular challenge for Android carrying brands to convince customers to stick with the brand rather than switching to another device.

Persuading customers to buy into the brand rather than the OS has been a key focus for Samsung over the past two years, with the results clear in their rising figures. HTC, Sony and LG are now investing in helping consumers connect with the brand rather than just products – success in this area will be crucial to their long-term success.

Apple is, of course, unaffected by this – iOS is Apple, Apple is iOS. If consumers want to jump ship to Android or Windows they must re-buy apps, copy across previous content and learn a new OS. These barriers, combined with a compelling product, mean few Apple users are ready to leave the brand.

Dominic Sunnebo, Global Insights Director at Kantar Worldpanel says: "There are three key things Android carrying brands need to think about. First, the on-going user experience, as brands tend to focus on satisfaction in the early stages of ownership, but the whole two years (and particularly the last six months) is crucial. Second, brands need to think about making emotional connections, rather than just focusing on rational factors. And third, the more people who buy products from the same brand, the less likely they are to look to competitors, so for Android carrying brands the popularity of the iPad is an immediate threat."

This issue of loyalty is just one of a number of key insights for 2014 in Kantar Worldpanel ComTech's new report: "Mobile trends that matter tomorrow." Download the full report here: www.kantarworldpanel.com or if you're at Mobile World Congress, come visit us at Hall 8.1 Stand D51.

About Kantar Worldpanel

Kantar Worldpanel is the world leader in consumer knowledge and insights based on continuous consumer panels. Its High Definition Inspiration™ approach combines market monitoring, advanced analytics and tailored market research solutions to deliver both the big picture and the fine detail that inspire successful actions by its clients. Kantar Worldpanel's expertise about what people buy or use – and why – has become the market currency for brand owners, retailers, market analysts and government organisations globally. With over 60 years' experience, a team of 3,000, and services covering more than 50 countries directly or through partners, Kantar Worldpanel delivers High Definition Inspiration™ in fields as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others.

For further information, please visit us at www.kantarworldpanel.com/comtech and follow us on Twitter.

About Kantar

Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at us.kantar.com

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SOURCE Kantar