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UBS: iPhone’s 89% retention rate crushes competition; next closest is HTC at 39%

Updated Dec 19th, 2018 7:29PM EST

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A whopping 89% of iPhone owners plan to stay loyal to Apple with their next smartphone purchase according to a recent survey conducted by investment bank UBS. A group of analysts from the firm recently commissioned a survey of 515 smartphone owners and determined that Apple’s iPhone is by far the most “sticky” device on the market. Apple’s next closest competitor was HTC, but only 39% of HTC smartphone owners said they intended to purchase another phone from the Taiwan-based vendor. RIM dropped to the No. 3 spot with a 33% retention rate, which was just half of the 66% it scored in a similar UBS survey from 18 months earlier; Apple had a 95% retention rate in UBS’s March 2010 survey, so it too declined over the past year and a half. Samsung (28%) and Motorola (25%) rounded out the top-5. A chart of UBS’s findings follows below.


Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.