IHS Markit conducted a consumer survey of Connected Devices & Media Consumption in April 2019 across six markets; US, Brazil, UK, Germany, Japan, and India to understand adoption and usage of various connected devices.
- In the survey, respondents were asked the brand of their current and previous main mobile phone and why they chose their latest main phone.
- The hardware-related reasons are the biggest group of purchase drivers for mobile phones.
- Across 5 of the 6 countries surveyed the propensity to change mobile phone brands decreases as income increases.
- Outside of Apple and Samsung brand loyalty is rare, with only a third of respondents choosing to remain with the same brand.