Android Loyalty Drives OS Share Trend

Apple Enjoys Brand Loyalty, while Samsung, LG, Others Trade Customers

Consumer Intelligence Research Partners (CIRP) released analysis of the results of its research on mobile phone operating systems and brands for the calendar quarter that ended June 30, 2015. This analysis features findings about market share trends in mobile phone operating systems and brands in the US from April-June 2015.

CIRP research shows that the two major mobile operating systems, Google Android and Apple iOS, continue to control more than 95% of US customer mobile phone activations (Chart 1). In the June 2015 quarter, Android accounted for 70% of US activations, while iOS had 27%.

Chart 1: Operating System Share of Mobile Phone Activations

Android continues to maintain its share of US mobile phone sales. The iPhone 6 and 6 Plus launch helped Apple capture substantial share in the December 2014 quarter. Trends then returned to a gradual yet steady increase for Android, up from just over half of all activations a year ago. Android enjoyed even higher loyalty than iOS, with over 90% of new Android buyers coming from a prior Android phone, compared to about 80% for iOS buyers.

Among phone brands, Samsung had the highest share in the US market in the June 2015 quarter, at 34%, down slightly from the March 2015 quarter (Chart 2). Apple maintained its 27% share in the quarter, similar to its share in the previous quarter. LG increased its share steadily, up to 20% in the June 2015 quarter.

Chart 2: Brand Share of Mobile Phone Activations

Samsung, Apple, and LG accounted for over 80% of the US market in the most recent quarter. Apple enjoys the most loyal customers, with 79% of Apple owners who acquired a new phone during the quarter staying with Apple. With multiple brands of phones to choose from, Android customers have less brand loyalty. Samsung and LG led with 56% and 47% loyalty, respectively. Samsung, LG, Motorola, HTC and other Android phone manufacturers mostly trade customers within the Android OS platform.

CIRP bases its findings on a survey of 500 US subjects, from July 1-6, 2015, that activated a new or used phone in the April-June 2015 period. For additional information, please contact CIRP.

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