"Loyalty with a handset is a lot more complicated these days in that people buy into experiences at the high-end level," Ryan Garner, an analyst with GfK, told Reuters. "If a phone doesn't do what it says it will do or what the owner hopes it will do, the maker will lose loyalty."
The iPhone had the highest loyalty, with 59 percent of respondents saying they were sticking with Apple's iOS. Research in Motion's BlackBerry was second at 35 percent, Google's Android was third at 28 percent, and Nokia's Symbian was fourth at 24 percent. Owners of smartphones running Microsoft software were the least loyal in GfK's survey, with only 21 percent saying they would stick to the platform. This is not too surprising given that Microsoft has only just reset its mobile OS platform from Windows Mobile to Windows Phone.