One of the perceived differences between the mobile market and console is the flow of consumers in and out of different ecosystems.
While users are effectively tied to the console they purchase for 4 or 5 years, the nature of mobile contracts means consumers tend to switch handsets every 12, 18 or 24 months, creating an opportunity for one OS to eat into the share of another.
Not where iOS is concerned, however. According to a report by Deutsche Bank analyst Chris Whitmore, each iOS user spends an average of $100 on content for their device – a weighty investment that makes them reluctant to switch sides to back one of Apple’s rivals.
Money talks
“This averages to (about) $100 of content for each installed device; suggesting switching costs are relatively high (not to mention the time required to port),” Whitmore said in a note.
“While Apple’s best in class user experience is combined with these growing switching costs, the resulting customer loyalty is unparalleled.”
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