Gartner Research

Usability and Choice of Apps Drive OS Switching Attitudes Among Smartphone and Tablet Users

Published: 17 March 2015

ID: G00269846

Analyst(s): Tuong Nguyen , Roberta Cozza


As the features and capabilities of OSs have evolved rapidly, so device and platform experiences around the leading OSs have become increasingly similar. Product managers within device providers now have a greater opportunity to build or reinforce their own value and brand on top of the OS brand.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Usability is the top reason for consumers to switch OSs, across all device types, countries and OS types, so product managers at device manufacturers must prioritize the evolution of platform usability and UIs
  • Reasons for switching OS vary between emerging markets (a better choice of apps) and mature markets (usability or greater consistency across devices), so product managers need to vary their value proposition approach accordingly
  • Consumers' greater propensity to switch OSs in emerging markets puts constant pressure on manufacturers to reinforce their brands and ecosystems in these geographies, because their market position is always at risk

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