蘋果用戶忠誠度下降，三星迴升

中關村在線

2025/05/22

近日，市場研究機構 CIRP 發布報告指出，在美國智能手機市場中，蘋果 iPhone 用戶的品牌忠誠度雖然依舊領先行業，但已從 2021 年的 94% 下降至 2025 年的 89%。品牌忠誠度被定義為消費者對某一品牌保持積極態度並持續購買或使用其產品，主要體現為重複購買行為，甚至主動推薦該品牌並參與正面傳播。報告分析認為，iPhone 用戶忠誠度下降可能受多重因素影響。首先，近年來 iPhone...

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href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025052209462694fe89e8&s=b\">網頁鏈接</a>\n\n</div>\n\n<div class=\"bt-text\">\n\n\n<p> 來源：<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025052209462694fe89e8&s=b\">中關村在線</a></p>\n<p>為提升您的閱讀體驗，我們對本頁面進行了排版優化</p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0476273544.USD","symbol_name":"CT (LUX) I GLOBAL TECHNOLOGY \"BU\" (USD) ACC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025052209462694fe89e8&s=b","article_id":"2537961404","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2025052209462694fe89e8&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description 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89%。品牌忠誠度被定義為消費者對某一品牌保持積極態度並持續購買或使用其產品，主要體現為重複購買行為，甚至主動推薦該品牌並參與正面傳播。報告分析認為，iPhone 用户忠誠度下降可能受多重因素影響。首先，近年來 iPhone 的售價不斷上漲，例如最新發布的 iPhone 16 Pro 起售價達到 999 美元，導致越來越多用户延長換機周期，減少頻繁升級的需求。其次，蘋果在 iOS 18 中引入了 RCS 消息標準，使 iPhone 用户可以與安卓設備之間實現高質量媒體傳輸、已讀回執等功能，這一變化被認為在一定程度上削弱了 iOS 生態系統原有的封閉優勢和用户粘性。與此同時，三星的用户留存率也在近年來呈現回升趨勢，目前已提升至約 76%，達到歷史高點。研究指出，這一增長與 2021 年某競爭對手退出美國智能手機市場有關，同時也得益於安卓陣營其他品牌競爭壓力的減弱，促使許多安卓用户在換機時優先考慮三星產品。需要指出的是，此次報告未公開具體的數據來源細節，也未説明樣本數量及誤差範圍，因此相關結論僅供參考。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}