customers

CIRP survey: Where Apple and Samsung get their customers

August 19, 2013: 6:38 AM ET

For Apple, 42% from previous iPhone owners. For Samsung, mostly 'droids and dumb phones.

Click to enlarge.

Click to enlarge.

FORTUNE -- Twenty percent of Apple's (AAPL) iPhone customers over the past year were switching from an Android phone, but only 7% of Samsung buyers had previously owned an iPhone, according to a new study released to Fortune by Consumer Intelligence Research Partners.

The CIRP report is the most detailed we've seen on where Apple and Samsung get their customers. Among its key findings:

  • 42% of Apple's U.S. customers between July 2012 and June 2013 were upgrading from another iPhone
  • 43% of Samsung's customers had previously owned an Android phone, but not necessarily one made by Samsung
  • Samsung drew more first-time smartphone buyers upgrading from so-called feature phones (37%) than Apple did (26%)
  • Among buyers who switched brands, Apple took three times as many from Samsung (33%) as Samsung took from Apple (11%)
  • Among switchers, Samsung drew more customers from HTC, Motorola (GOOG), and Nokia (NOK), while Apple drew more from Blackberry (BBRY)

The survey also gathered demographic data that showed, not surprisingly, that Apple's customers tend to be richer and better educated than Samsung's. More surprisingly, given the theme of Samsung's "next big thing" TV ad campaign, iPhone owners also tend to be younger.

See charts 10, 11 and 12 below.

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Methodology: Four quarterly surveys of U.S. smartphone buyers from July 2012 to June 2013. Each survey consisted of 500 subjects who purchased a mobile phone in the preceding 90 days.

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