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Apple iPhone Owners Most Likely to Repeat Purchase

Browsing Experience Frustrates Majority of Mobile Phone Users

Boston, MA - March 9, 2010 – Apple iPhone owners are not only most satisfied with their phones, they are most likely to buy their next phone from Apple, as well, according to a recent study from Strategy Analytics, which found a strong correlation between satisfaction and repeat purchase intentions. This Wireless Device Lab report, “iPhone Owners Most Satisfied and Likely to Repeat Purchase,” analyzes satisfaction across 12 features, as well as repeat purchase intentions for leading mobile phone manufacturers. Other key findings include:
  • Over half of the device users surveyed are less than satisfied with their current web browsing experience;
  • Owners of 12-key keypad products in the US are least satisfied with the text input experience; and
  • In Western Europe, although LG owners indicate higher levels of satisfaction, that does not necessarily translate to higher levels of repeat purchase intention.

“In the US, respondents with full QWERTY keyboard or virtual keyboard are more satisfied than respondents who have a 12-key keypad for messaging applications,” commented Paul Brown, Director of User Experience Research at Strategy Analytics. “However, this is not the case in Western Europe, where satisfaction among 12-key keypad respondents for text input is also high.”

Kevin Nolan, Vice President at Strategy Analytics, added, “Apple respondents are frustrated by low battery life - one of the most important priorities for those purchasing a new mobile device. Apple needs to work on improving battery life to ensure that respondents follow through on their repeat purchase intentions.”

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