Smartphone, tablet owners show brand loyalty

Both smartphones and tablet computers continue to attract more attention by the day. But, as the markets mature, smartphone and tablet users are demonstrating a degree of brand loyalty across mobile platforms.

According to a September 2011 study from technology analysts Infonetics Research, consumers who use smartphones that run on Google's Android™ mobile operating system are generally more inclined to buy Android-based tablets. Conversely, iPhone® users are more likely to use the iPad®.

"Just as iPhone users are more likely to buy an iPad as their tablet, so too are Android users more likely to buy Android-based tablets," says Richard Webb, Infonetics directing analyst, in a press release. "It is increasingly important for vendors to have a strong portfolio in both market segments to leverage this synergy."

This could be an important development for Google, which has rapidly risen through the smartphone market, but struggled to flex the same strength with tablets. As more Android-based tablets are introduced, users may be more inclined to stick with what they know.

The outlook for Android in the tablet market is favorable. According to research firm In-Stat, for example, Android and iOS are expected to represent a combined 90 percent of the tablet market by 2017.