The iPhone and Android smartphone switchers, holders, and refreshers

The undecided are scrutinized not only in the political realm. The switchers wavering between iPhone and Android smartphones are a small yet significant group of interest. Add to that the remaining group of users who are (finally) moving from their feature phones to smartphones, and there is much movement in the marketplace.

The smartphone market has evolved into replacement mode. Both Apple and Android smartphone makers know too well that a user beginning with their ecosystem is no guarantee that they will continue.

Many factors also affect whether smartphone users upgrade their smartphones. In China, in particular, a host of influences has affected purchase plans. These include shifts in the economy, nationalistic pressures, and increased challenges from Apple’s rivals based in China, such as Huawei and Xiaomi. Although speeds and feeds have been the fascination of technology media, users have other qualities in mind when they choose a platform. This is especially true for first-time smartphone users.

This analysis reports on the number of adults by their current and planned status, identifying the size of the market for those who intend to switch, plan to hold, are new to the market, and all other combinations of current and intended smartphone platforms.

Approach

To help measure the smartphone switcher market, we divided online adults into 16 groups. These are based on their usage and upcoming purchase plans for acquiring an iPhone or Android smartphone. Our analysis is of all online adults and includes adults who do not actively use smartphones, will be new to smartphones, and those who use more than one type. This TUPdate is based on the surveys of 13,561 online adults in the US, Germany, the UK, Japan, and China in August 2024. As part of the TUP/Technology User Profile questionnaire, we asked respondents to identify each smartphone they actively use, including its brand, operating system, and many other details. We also gathered their technology purchase plans for the upcoming twelve months, including purchase intentions for iPhone and Android smartphones.