I’ve been asked on numerous occassions if consumers have an allegiance to their mobile OS. For example, do/will consumers buy a tablet based on the OS of their mobile phone. Given the strong tablet market share controlled by Apple’s iPad the answer has been mixed – iPad owners with an iPhone look like they have an allegiance, while iPad owners with non-iOS phones look like they have less allegiance.
Here is some recent survey research, suggesting mobile OS is becoming more important. The study found “the percentage of those who decide on a phone based solely upon the OS leapt to 18% in the four weeks ending 10 July 2011, up from 12% six months previously. The importance of handset brands meanwhile, slipped back from 27% to 20%, and 50% of customers now consider both factors when choosing a smartphone.”
