Customer loyalty--understood as the tendency for an existing customer to continue buying from a specific supplier--always is tough in consumer markets.
So is loyalty in the iPhone and Android ecosystems growing? It might be easier to make the claim for Apple than for Android device suppliers, since, by definition, only one supplier uses iOS while virtually all other suppliers use Android.
Or at least customers seem locked in to their respective ecosystems. “Loyalty hit the highest levels we’ve ever measured,” said Mike Levin, Partner and CoFounder of CIRP. “Both systems have seen loyalty trending upward for the past several quarters, as customers have become comfortable with the features and consistency of their operating system.
So in some sense, one presumed driver of loyalty--that consumers love some aspect of a supplier experience--is less important than unwillingness to learn to use a different operating system.
“Learning a new operating system takes effort, so fewer and fewer customers have found the need to switch,” said Levin.
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