The U.S. smartphone market has matured to the point where innovations are incremental and no longer cause major shifts in manufacturer market share. The main driver of purchase plans now revolves around buying a newer version of a phone that is already owned. While there is some brand switching, more than three-quarters of Apple and Samsung owners stick with the same manufacturer when they buy a new phone. Users that do switch away from one of these two top brands are simply replaced by those leaving other brands in relatively equal numbers.
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