Many people have become so loyal to their current operating system that even when they sell mobiles they are likely to choose another device from that brand’s range.

Dominic Sunnebo, global consumer insight director at Kantar Worldpanel, made the claim, adding it has become “increasingly difficult” to switch between companies.

He suggested this is because of the vast number of features each smartphone now offers and the hassle associated with starting new accounts on all of these should a person move.

“If you have an iPad and iPhone and suddenly, you go out and buy an Android device – it suddenly creates a real issue in terms of how you can work across devices,” Mr Sunnebo stated.

He went on to note that instant messenger accounts, phone numbers and email services are all set-up by many with one brand, making it easier to stay with that firm.

Mr Sunnebo recently revealed that about three-quarters of iPhone 4S purchases have been made by people who have previously used other Apple models.

Posted by Claire Marshall

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