Thirty-three percent of new iPhone customers had owned a Samsung smartphone just before they made their first iPhone purchase, highlighting Apple's superiority in new customer wins over its arch rival.
US-based research conducted by Consumer Intelligence Research Partners (CIRP) found that not only is Apple pulling in customers from Samsung, it also manages to maintain slightly better brand loyalty, with 42 percent of iPhone buyers upgrading from an older iPhone. Samsung was also able to retain buyers, with 38 percent of its customer base made up of previous Samsung users.
In terms of customers who switched brand, while Apple managed to steal a third of its new customers from Samsung, just 11 percent of new Samsung customers had switched over from the iPhone. Samsung instead took customers from HTC and LG, the latter of which makes up roughly a quarter of Samsung's new customers.
The contest between Apple's iOS and Google's Android operating systems is also competitive, with 20 percent of new iPhone users making the leap from Android phones. Android still dominates the smartphone operating system rankings, however, with almost 80 percent of smartphones running on the ubiquitous and comparatively open platform.
Thirty-seven percent of Samsung customers had previously owned a basic feature phone, making Samsung an apparently attractive choice for first-time smartphone buyers. Twenty-six percent of iPhone buyers switched from feature phones.
Elsewhere, the study made comparisons between the ages and education levels of Samsung and Apple customers, with iPhone users coming out more favourably for marketers: they are both younger and better-educated than Samsung's. This perhaps is an unfair reflection on Samsung, which produces phones ranging from the high-end Galaxy S4 to the low-end Ace 2, covering multiple price points and demographics.
Apple appears to be making a stand against its lack of mid-market clout, with a rumoured "iPhone 5C" all-but confirmed for a September launch alongside the next fully-specced iPhone.
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