The HTC One M8 Draws Samsung and Apple Users in But 46 Percent of Upgraders are Already Loyal HTC Customers, According to Consumer Survey Results from CompareMyMobile

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Leading mobile phone and gadget recycling comparison site CompareMyMobile asked people trading in their old phones what they plan to upgrade to – and the results show huge brand loyalty to HTC.

HTC is seeing loyal users upgrade to its HTC One M8 smartphone

HTC is seeing loyal users upgrade to its latest device

HTC have one of the lowest rates of brand transition in consumer device upgrades.

Gadget recycling comparison engine CompareMyMobile conducted a survey following the HTC One M8 release, asking consumers trading in their old phone what they are upgrading to. The site found:

Key points

  •     46.18 percent of people upgrading to the HTC One (M8) are trading in an old HTC smartphone
  •     23.74 percent of HTC One (M8) upgraders are trading in an Apple device
  •     21.29 percent of all people upgrading to the HTC One (M8) are trading in a Samsung handset
  •     13.24 percent of all people upgrading to the new HTC One (M8) are trading in an old HTC One

Following the launch of the HTC One (M8) a month ago, CompareMyMobile have seen a 20 percent spike in the number of old HTC handsets being traded in on the site. HTC One trade-ins have seen a 129 percent spike since the launch too.

The site say that this data really consolidates results from its latest survey. CompareMyMobile found that 46.19 percent of all people who said they are upgrading to the latest HTC One (M8) were trading in their old HTC. Results also show that 13.24 percent of all people upgrading were trading in the original HTC One.

CompareMyMobile says that this shows really strong brand loyalty, especially when compared to previous survey results.

Co-founder of the site, Ashley Turner, says: “We’ve noticed a great fan following online for HTC owners – all our HTC news features generate comments that display huge loyalty and satisfaction. This is reflected in our recent survey data – showing that HTC have one of the lowest rates of brand transition in consumer device upgrades.”

Survey results do show that HTC is drawing in some Apple and Samsung users too though. 23.74 percent of HTC One (M8) upgraders previously owned an iPhone, and 21.29 percent previously owned a Samsung device.

Top 5 brands people are trading in for the HTC One (M8):

1.    HTC – 46.18 percent*
2.    Apple – 23.74 percent*
3.    Samsung – 21.29 percent*
4.    Sony – 5.23 percent*
5.    Google – 3.17 percent*

*Percentage of people upgrading to the HTC One M8 from these brands following the launch in March

CompareMyMobile’s data also shows that around 8 percent of people upgrading were trading in a Samsung Galaxy S4 and 7 percent were trading in an iPhone 5 – as people coming to the end of their contracts with certain brands are choosing to switch.

Currently HTC makes up 10.02 percent of all trade-ins on the site – up from 7.51 percent before the HTC One M8 launch.

Brand market share on CompareMyMobile for April 2014:

1.    Samsung: 40.44 percent*
2.    Apple: 26.16 percent*
3.    HTC: 10.02 percent*
4.    Sony: 7.24 percent*
5.    BlackBerry: 7.19 percent*

*Brand trade-in market share percentage for the month of April 2014.

Samsung currently makes up the highest number of smartphone trade-ins on CompareMyMobile, having seen a huge spike following its Samsung Galaxy S5 launch. The Galaxy S4 saw a 150 percent spike in trade-ins after the event.

Site experts say that before last year it was unusual to see such trade-ins spikes for non-Apple devices – the change seems to mirror consumer trends in the smartphone market, as other manufacturers start to deliver competitive devices.

Notes for editors

Survey data was collected by asking consumers trading in old mobile phones on CompareMyMobile what they are upgrading to. For more information please visit the press page of our website or get in touch with our main press contact Ashley Turner – details are below. Please follow our Press RSS Feed to view previous Samsung Galaxy S5 survey results.

About CompareMyMobile

Founded in 2009, CompareMyMobile is the UK's #1 source for independent mobile phone, tablet, sat nav, laptop, iPad, iPod and games console recycling price comparison. It delivers customers confidence in making the difficult decision of where to recycle their old phone safely and for the most money. CompareMyMobile is 100% impartial, comparing prices from more than 40 recycling stores. Further information on CompareMyMobile attached and you can check out our press RSS feed here.

Media Contacts

Ashley Turner
Tel: +44 (0) 7590 116 943
Email: ashley(at)CompareMyMobile(dot)com

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