You can call it customer loyalty, brand stickiness, or whatever other terms the cool marketing kids are using these days, but it all means the same thing in this case: Apple is doing a better job than Samsung of retaining customers and winning over new ones.
This is according to a report from RBC Capital Markets, which polled Apple and Samsung customers about their current and future purchases.
RBC found that 83.4 percent of iPhone users plan to stick with Apple while 64.2 percent of Samsung users will stay with the South Korean company. Meanwhile, 4.2 percent of iPhone owners said they’ll buy a Samsung phone next, and 9.7 percent of Samsung phone owners will switch to an Apple product.
Another section of the poll asked all 3,177 participants, independently of their current phone, which brand they were planning on purchasing next. Apple came out ahead of Samsung on this question, too, with almost twice as many respondents going with the iPhone.
The chart on the right shows which iPhone models that subset would buy, and it looks like interest is highest for the unannounced next-gen model of handsets. And that’s a little surprising, considering we haven’t even seen the thing yet. We are pretty sure that it’s going to have Force Touch.
Probably the coldest cut of all toward Samsung, however, is that while 23.4 percent of people plan to buy a Samsung phone, 24 percent have no idea what their next phone will be. So the company is also not performing as well as indecision.