Predicting Individuals' Loyalty To Mobile Computing Ecosystems

Personal technology vendors are engaged in a battle for their customers' loyalty, which (they hope) will translate to ongoing investment in related devices, software, and services. As individuals transition their computing time from the PCs to tablets and smartphones, do they adopt a biodiversity approach and spread their investments across Apple's, Google's, and Microsoft's ecosystems? Or do they express increasing loyalty to one ecosystem? Which approach do people believe will yield a greater return on investment, whether in productivity, enjoyment, or richer interactions with friends and colleagues? To begin to address these questions, this report segments individuals according to the strength of their ecosystem attachment, both from a consumer and an employee perspective.