It may not come as a surprise, but a new report indicates Apple has the highest rate of brand retention among smartphone manufacturers with 76% of iPhone users replacing their smartphones with a newer iPhone model.  

The most recent report from WDS, a Xerox company specializing in customer care solutions for the mobile industry, found Apple to claim the highest brand loyalty while Samsung boasted the second highest rates with 58% brand retention. Nokia was a distant third with 33% retention.

Among users who decide to switch manufacturers, 34% switch to a Samsung device, the highest migration rate among smartphone manufacturers. 24% of users who switch move to Apple.

WDS conducted more than 300 interviews with smartphone users in the United States, United Kingdom, and Australia to collect data for the report. The data is part of the company's WDS Mobile Loyalty Audit.

The chart at right includes customer retention data for Nokia, HTC, LG, Sony, Motorola, and BlackBerry.

(Reference:http://www.brighthand.com/default.asp?newsID=20657)