Nokia's consumer loyalty is growing, with almost half of Lumia owners saying they would recommend the handsets to thers.
According to new research from YouGov, the Finnish manufacturer has 'substantially improved' its levels of customer advocacy and loyalty during the last quarter of 2012. Between September and December, the proportion of Lumia customers who would recommend the device increased from 13% to 45%. The share of Lumia owners who would not fell from 37% to 33%. Nokia also reported the biggest increase in customer loyalty, with 42% of Lumia owners said they would opt for a Nokia device upon upgrade, up from 30% in September. Apple generates the biggest loyalty, with 80% of iPhone owners wanting to stick with iOS when they get a new device.
The survey said that its smartphone mobile internet experiences tracker found that Lumia devices ranked first for battery, camera quality, speed of call connection and robustness. While YouGov said these were 'lesser' attributes, Nokia also improved its satisfaction ratings for reliability, function speed, internet connection speeds and ease of use.
Russell Feldman, associate director at YouGov, said: 'Nokia has finally turned a corner. By increasing the number of Lumias in its base it has given their customers something worth coming back to. It is now seen by its consumers as a quality smartphone brand. While they are still a fair distance behind Apple and Samsung in terms of market share and loyalty, the fact they have changed consumer perception among their customers puts them in a solid position as the smartphone war intensifies.'
Author: Graeme Neill