The “Are you a Mac or PC?” debate has moved into the smartphone market as iPhone users are loyal to the Apple handset brand. Among cell phone users who plan to get a new handset in the next 6 months, 88% of iPhone users would buy another Apple (AAPL) device. The touch phone is also attracting BlackBerry (RIMM) users who plan on switching handsets – 36% said they would buy an iPhone, and only 30% would buy another RIM device.

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Strong customer loyalty indicates that Apple is set to maintain its leading market share. However, iPhone users also plan on keeping their devices for longer than users of other devices. So while customer loyalty is high, turnaround might not be. Only 1% of Apple handset owners plan on buying a handset in the next month, and 14% said it would be more than 2 years before they purchase a new phone. Apple had the biggest proportion of people responding it would be more than 24 months before they buy a new phone than any other handset manufacturer.

But the good news for Apple is that competitor phones may be replaced more quickly, opening up consumers to the cell phone market. 44% of people who use a BlackBerry plan on replacing their handset within a year, and only 6% of BlackBerry users, 12% of Samsung users, 6% of HTC users and 13% of Nokia users plan on keeping their handset in more than two years’ time. Handset loyalty is high – InvestorView data shows that consumers tend to stick with their current manufacturer – but Apple also rates as a popular choice for people who plan on switching their phones.

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Methodology:

Research was conducted based on a US Investment Products Survey conducted May 2011 to June 2012. For further YouGov InvestorView insights into the smartphone sector, contact Ted Marzilli at 646-723-4646 or ted.marzilli@yougov.com