Handango, a provider of mobile downloads, released preliminary results of its annual repeat buyer survey at Microsoft's Mobile & Embedded Developer Conference (MEDC) 2005. The survey revealed that Windows Mobile customers were tops in brand loyalty and device satisfaction.
"Our customer survey data shows how pleased Windows Mobile customers are with their mobile device experiences, and the role that third-party software plays in strengthening brand loyalty and reducing churn," said Randy Eisenman, president and chief executive officer of Handango. "We've long seen a strong correlation between customers adding third-party software, increased device usage and stronger brand loyalty and satisfaction, and these results underscore that powerful correlation."
Customers were asked to rank their satisfaction with their current mobile device as "Excellent," "Good," "Average," "Below Average" or "Poor." The Dell Axim family topped the rankings with over 59 percent of owners giving the device "Excellent" ratings while another 37 percent rated it "Good." The next most highly ranked device was RIM's BlackBerry™ followed by the palmOne Treo.
Customers were also asked to name the brand of their previous mobile devices. Among the 92 percent of respondents who had upgraded to a new device, Windows Mobile customers were the most likely to upgrade to another Windows Mobile device of the same brand. Customers using other mobile operating systems were also more likely to upgrade to a Windows Mobile device than vice versa.
Handango's Annual Customer Survey was sent to a random sampling of over 100,000 smartphone and handheld users who have purchased more than one application for their devices from Handango's network of more than 100 sites using Handango AMPP. More than 13,000 recipients from 53 countries responded, with 57 percent of responses coming from North America, 27 percent coming from EMEA, 8 percent coming from APAC and 1 percent from South America; the remainder of respondents chose to not select country of origin. The survey contained 50 questions about software and hardware buying patterns, purchase influencers, device usage and satisfaction.