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Apple and Samsung customers thirsty for more in English speaking markets

Apple and Samsung followers are more loyal than any other smartphone brand as customers continue to salivate at the new releases offered by the two firms.

Related: Outbrain: iOS struggles in non-English speaking countries

Research from WDS showed that 76 per cent of iPhone owners choose to upgrade to the latest model of the same device with Samsung managing to lure 58 per cent of its customers back for more. No other manufacturer was able to top 40 per cent with LG [37 per cent], Nokia [33 per cent], HTC [30 per cent], Sony Mobile [24 per cent] Motorola [22 per cent], and BlackBerry [21 per cent] all lagging well behind.

"For smartphone manufacturers, brand retention is one of the most important metrics to track. It's a very solid indication of how successful their device upgrade cycles have been in retaining customers," explains Tim Deluca-Smith, VP of marketing at WDS, a Xerox Company. "Both Apple and Samsung are doing very well in keeping customers excited and loyal to their product roadmaps."

Samsung, meanwhile, is out in front when it comes to customers choosing to switch brands with over a third [34 per cent] opting to buy a Samsung branded device when it comes to changing smartphone. Apple, on the other hand, fell just shy of a quarter [24 per cent] and it was a similar for other device manufacturers as none could manage any higher than a nine per cent share of migrating customers.

"This metric speaks a lot to the marketing might of Samsung. The company has been very successful in developing solid relationships with almost every mobile operator on the planet and then building devices to a variety of price-points. This exposes the Samsung portfolio to an enormous base of potential customers," explains Deluca-Smith. "Combined with a strong brand retention rate, this positions Samsung well for 2014."

Related: iPhone takes three times more new users from Samsung than Samsung from Apple

The customer care solution specialists carried out over 3,000 interviews with smartphone owners across the UK, US and Australia in order to come to its results and Apple and Samsung’s dominance certainly shows no signs of diminishing in English speaking markets.