Forrester Research surveyed 9,766 “global information workers” to figure out which mobile ecosystem attracts the most faithful users. Interestingly, the overwhelming majority of computer users have little to no brand loyalty at all. In fact, 85 percent of worldwide computer users were labeled by Forrester Research as “Free Radicals.” This group of users is not loyal to any particular mobile ecosystem and consists of users who either own a single device or own multiple devices from various ecosystems.
The remaining 15 percent of the world’s mobile computer users fall into two different categories of ecosystem dedication — “Loyalists” or “Devotees.” The “Loyalists” consist of users who own multiple devices that are primarily from one ecosystem. However, users in this group also own mobile devices from competing ecosystems. According to Forrester’s survey, 58 percent of Apple’s worldwide users fall into this category.
According to IDC statistics, Google’s (NASDAQ:GOOG) Android dominates the worldwide smartphone operating system market with a 75 percent share. However, the Mountain View-based company apparently only inspires 17 percent of global computer users to be “Loyalists.”
Finally, the “Devotees” are users who exhibit the greatest bond to a particular ecosystem to the exclusion of any other. These users have many kinds of mobile devices but every device is meshed to their favorite mobile ecosystem. Apple dominated in this category as well, with 56 percent of its worldwide users falling into this extremely faithful category.
Surprisingly, Microsoft (NASDAQ:MSFT) inspired similarly high levels of dedication in its users. The Redmond-based software company grabbed 44 percent of the “Devotee” worldwide user population in this survey. Philip Elmer-DeWitt notes that this is likely due to the widespread use of the Windows operating system in the workplace. However, there was little middle ground in Microsoft users’ ecosystem loyalty. Only 17 percent of worldwide users were categorized as “Loyalists.”
Here’s how Apple has traded over the past week.
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