Loyalty is the customer’s commitment to buy the same brand again. Apple’s products are sticky. Apple has brand loyalty. Customers do not want to move from Apple to competitor’s products, but for differing reasons. Stickiness keeps customers locked into a brand.
There are two ways to look at Apple’s brand stickiness. The first is obvious. How much discomfort would you experience when moving from a Mac to a Windows PC? Or, from an iPhone to an Android smartphone? There’s the inherent learning curve problem, of course, and in many cases you may need to buy new applications; what runs on Mac and iPhone does not run on Windows or Android.
The second is less obvious but possibly more important, and refers to brand loyalty without all the math considerations above. Brands are trusted. Moving from a trusted brand to an unknown brand brings in an element of distrust or mistrust. PED published some Merrill Lynch research charts on Apple’s stickiness factor regarding future iPhone purchases vs. the intent to buy from a competitor.
The results are shocking. Apple isn’t just sticky. It’s damned sticky. And getting stickier by the day.
For example, Apple’s iPhone customers have a 70-percent intent to buy another iPhone. The next closest is Samsung at 53-percent. Google is down to 42-percent. That is a whopping gap which indicates Apple does a good job protecting the brand, protecting and expecting what customers want to keep them satisfied.
Similarly, thanks to all the buzz about iPhone Xs, iPhone Xs Max, and iPhone XR, the research shows that 33-percent of all respondents will buy an iPhone next time they upgrade. Samsung came in second, again, but at 15-percent.
That’s sticky, folks.
Another chart of statistics from Merrill Lynch shows similar stickiness in China, Europe, the U.S., of course, and even in India where Apple does not fare well against less expensive competition. What’s going on? Not only is Apple’s iPhone a sticky brand in a sticky ecosystem, iPhone is an aspirational brand, too. Smartphone buyers may not be able to afford an iPhone– yet– but that’s the one they want to buy in the future.
Apple remains the stickiest of gadget makers.