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Mobile Communications: Smartphone Owners are Most Loyal: Study

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June 09, 2011

Mobile Communications: Smartphone Owners are Most Loyal: Study

By Rajani Baburajan, TMCnet Contributor


There are significant differences in loyalty and satisfaction in the mobile communications world based on the brand of smartphone owners, according to Jacobs Media Tech Study.  


Smartphone owners are increasingly using other gadgets less often – notably digital cameras, camcorders, and even PCs and laptops.  

According to JacobsMedia's Techsurvey 7, the number of consumers who are using mobile and social media tools to communicate with friends, family and their favorite radio stations are increasing.  

“Techsurvey 7 provides a road map for the trajectory of media and technology,” said Fred Jacobs, president of Jacobs Media, in a statement.

“We're witnessing the impact and opportunities that are created for radio stations and all media, thanks to e-mail clubs, mobile apps, and social media,” Jacobs added.

A Web-based survey – the seventh in a series – conducted among radio listeners in the U.S. and Canada reveals that owning a smartphone is a key difference-maker in cell phone usage. In every area, excluding talking, smartphone owners engage in a number of activities including Web surfing, photo taking and sharing, streaming, e-mail, and so on.  

The survey says iPhone has the most brand loyalty, with Android (News - Alert) not far behind.  Current owners of these brands say they'll stick with them for their next smartphone purchase, but BlackBerry owners are more likely to be considering other brands.

For the respondents, e-mail is most used as the first digital contact point of the day, but social media major Facebook is coming on strong.  Computers are still the first gadgets used, while smartphones are rapidly rising as the gadget of choice.

Techsurvey 7 was conducted among 20,783 respondents from late March through mid-April, 2011, utilizing the listener databases and social media pages of 70 Rock, Classic Rock, Alternative, and Triple A formatted radio stations in the U.S. and Canada.

According to a recent IDC report, worldwide mobile phone market grew 19.8 percent year over year in the first quarter of 2011. It is the smartphone segment of the market that has driven this exponential growth. 371.8 million units were shipped by various vendors in 1Q11 compared to 310.5 million units in the first quarter of 2010.


Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.

Edited by Stefanie Mosca







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