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BizReport : Mobile Marketing : March 15, 2010

Smartphone users loyal to brand

New research from Crowd Science shows that smartphone users, specifically Android and iPhone consumers, are loyal to their brand of choice. But that leaves a large consumer base which could be swayed one way or the other - good news for marketers.

by Kristina Knight

Android and iPhone are currently battling to see which phone will appeal to the most Blackberry users; roughly 40% of Blackberry users say they want the iPhone as their next smartphone upgrade. 33% say they'll choose an Android-based phone. Another interesting finding from the study is that both Android and iPhone's current users are firm that they'll stick with their current platform of choice, showing a loyalty to brand that is important to marketers.

For marketers there are benefits to both the Android and iPhone base. Android consumers are slightly younger than iPhone consumers, both bases use smartphones for personal as well as business purposes. Blackberry users were found to use their phones for mainly business. Android and iPhone consumers are also quite download happy, but they are more likely to download free apps than pay apps. iPhone consumers are slightly more likely to purchase apps than Android users.

One interesting finding about smartphone and mobile consumers comes from In-Stat. Their research shows that, although there are privacy concerns with WiFi hotspot usage, smartphone users are still using the locations in fast-growing numbers.

"While consumers and businesses are cautious about hotspot security, this hasn't stopped them from using hotspots in dramatically increased numbers," said Frank Dickson, In-Stat analyst. "In-Stat estimates that hotspot usage will increase in 2009 by 47%, bringing total worldwide connects to 1.2 billion."

As more hotspots open up and more consumers are given access to 3G networks, smartphone usage will only increase. This should give mobile marketers many opportunities to connect with and engage the highly mobile and loyal consumer base.

Tags: Android, Blackberry, iPhone, mobile handsets, mobile marketing, smartphones, WiFi

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