User loyalty is stronger towards Apple than any other tech brand: survey | Bangkok Post: tech

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User loyalty is stronger towards Apple than any other tech brand: survey

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Apart from Apple, consumers and business professionals alike show little or no devotion to other mobile computing ecosystems, a report has found. 

Consumers are more likely to show loyalty to Apple's products than those of other major tech brands.

The report, by Forrester Research, finds that 85 percent of the world's consumers have little or no loyalty to a mobile operating system and its platform -- whether it be Android, Windows Phone 8 or BlackBerry 10. Of the 9766 subjects studied, only 6 percent could claim to be truly dedicated to one operating system and its related products, be they tablets or smartphones.

To help break down the figures, Forrester identifies three types of consumers: Free Radicals; Loyalists; and Devotees.

While free Radicals (85% of the sample group) have one type of device and don't care for its operating system or have multiple devices across different systems, Loyalists (9%) are conflicted -- they have a number of devices, most, but not all of which, are tied to the same operating system. Only the 6 percent are deemed to be Devotees run multiple devices tied to a single platform.

When the figures are broken down further, 58 percent of Loyalists are loyal to Apple, as are 56 percent of Devotees. When the figures are sifted to show US responses, the percentages jump to 59 percent and a massive 71 percent respectively.

Microsoft can stake a claim to 17 percent of Loyalists and 44 percent of Devotees but the report's author, Charles Golvin, suggests much of this commitment is down to the fact that Windows is still the world's most common PC operating system and is still firmly in command in the workplace.

In stark contrast, Google accounts for only 1 percent of Devotees and 25 percent of Loyalists, despite the fact that it claims to have 900 million active Android device users globally. Golvin suggests that until Google has a stronger presence on desktop and notebook PCs that it will not be able to build further devotion to its products.

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