The results of a 2010 internal Apple study about why customers who considered an iPhone, but ultimately went with Android were released during today’s court proceedings, and show just how much AT&T’s exclusivity of the iPhone may have hurt iOS’ market share at the time that Android, and particularly the Droid brand, was growing.
The results show that 43% of customers preferred to stay with their current carrier, be it AT&T, Verizon, Sprint, or T-Mobile, and simply choose a device from the available lineup.
Devices like the Google Nexus One, HTC EVO 4G and Droid Incredible, and the Samsung Galaxy S populated the walls of multiple carriers, while the iPhone was stuck to AT&T. This didn’t change until the winter of 2011, when the iPhone was finally launched on Verizon after the original period of AT&T exclusivity ran out. During this period, when consumers wanted a smartphone but were (as this survey suggests) unwilling to leave their carrier to get it, Android’s availability, and not necessarily the quality or brand of any particular product, drove its growth.
The survey goes on to show that 36% trusted the Google brand, which isn’t surprising: a device with the “Google” logo – something that most people see or use every day of their lives – instills a certain amount of trust in the quality of the product. The next segment preferred a “larger screen.” 2010 saw the introduction of some of the first large-profile devices, like the HTC HD2 running Windows Mobile 6.5, and the HTC Evo 4G. Both featured a 4.3 inch screen. Samsung also shipped larger devices with the Galaxy S, which featured a 4 inch Super AMOLED panel.
The rest of the survey results are included below. Remember that these results are in response to the question of “Why did a consumer who considered an iPhone end up purchasing an Android-based device?”
43% Wanted to stay with current provider
36% Trusted Google brand
30% Preferred larger screen
27% Preferred Android Market
26% Wanted better Google services intergration
25% Wanted latest and greatest smartphone
25% Wanted turn-by-turn GPS
25% Wanted latest and greatest technology