Gartner Research

What Marketing Managers Need to Do to Capture the OS Switching Opportunity

Published: 12 May 2015

ID: G00274787

Analyst(s): Roberta Cozza , Tuong Nguyen


Gartner's survey indicates that more than one out of four people are interested in switching OSes on their next device purchase. Android, iOS and Windows ecosystem marketing managers have an opportunity to capture "switchers" as well as indecisive users.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • iOS has the highest app engagement, but reduced core OS differentiations mean ecosystem managers are faced with three out of 10 people still considering switching to another OS
  • Android tablet users are eager to seek alternatives, which challenge the ecosystems to get upgrades from low-end tablets
  • Windows respondents indicate a much higher likelihood to stay with their tablet than their phone, offering ecosystem managers the opportunity to bundle with tablets to improve sales and traction

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