45% of Dutch have changed smartphone OS

Thursday 3 July 2014 | 13:31 CET | Background

The majority of Dutch consumers who replace their smartphone stick with the same operating system, according to results of the Telecompaper Consumer Panel. Forty-five percent changed OS. BlackBerry has seen many customers switch to Apple, while Symbian customers often move to Windows. Just under 40 percent of smartphone users are still using their first smartphone, and this percentage is higher for women. 

In total, 38 percent are still using their first smartphone. This is lower for young people, with less than a quarter of 12-19 year-olds still on their first smartphone, while 48 percent of 50-64 year-olds are using their first smartphone. This is in line with smartphone penetration overall, which is still higher among young people but is rising quickly among older people.

There is a difference between men and women as well: 42 percent of women are still using their first smartphone, while this is only 35 percent for men. iOS users are more likely to be have upgraded their device at least once; only 29 percent of iPhone users are still on their first smartphone. Android (40%) and Windows Phone (38%) are more in line with the market average (38%). This may mean that iPhone users are more early adopters, or that the iPhone is not an entry-level model and the Dutch prefer to start with an Android or Windows smartphone.

45 percent choose different operating system

Android's popularity has increased quickly in recent quarters, while Apple's iOS share is also growing. Windows Phone has reached a market share of 3 percent, putting it at the same level as BlackBerry in Q1 2014. BlackBerry's decline is clear from the number of people who started with this OS and now have a different operating system. Ten percent of smartphone users used to have a BlackBerry and now have a different OS.

Older operating systems are also losing share. Eight percent of former Symbian users have switched OS, 4 percent of Windows Mobile users and 2 percent of users who had a Samsung Bada phone. 

In total, 45 percent of smartphone users switched operating system when they acquired their current phone, while a small majority (55%) kept the same OSDespite the figures, the market shares are increasingly fixed. Only 13 percent switched from Android and 4 percent from iOS. This is likely due to the wide range of Android models available and the high level of satisfaction with the iPhone. 

68% stick with Android

Just over two-thirds (68%) of Android users also had the Google OS on their previous smartphone. Twenty-one percent of current Android users previously had an iOS, Symbian or BlackBerry device (each 7%). Among the current Apple users, 44 percent stuck with iOS, 29 percent switched from Android and 19 percent previously had a BlackBerry.

While many BlackBerry users switched to iOS, 19 percent of Symbian users moved to Windows Phone devices. This is not so surprising given that Symbian was used for older Nokia smartphones and now Nokia phones run Windows Phone. Thirty-six percent of Windows Phone users stayed with the same system for their current phone, while 41 percent previously had an Android phone.

This research is based on the Telecompaper Consumer Panel. The survey was conducted in February 2014 (n=1,555). Panel members are aged 12-80, and results are weighted according to age, gender and education. For more information about opportunities with out panel, please contact the research department at research@telecompaper.com).

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