Mobile Ecosystems Market Study: Appendix D - Barriers to switching between mobile operating systems 2022 (CMA)

A research paper from the CMA

From:
Competition and Markets Authority
Published
31 August 2022
Category:
Ad hoc research
Original publisher:
Competition and Markets Authority
Research area:
Advertising and marketing, Technology
Research topic:
Adtech, Advertising spend, Internet of things, Mobile devices
Research publish date:
10 June 2022

Abstract

This appendix considers what factors may affect levels of switching between mobile operating systems, including inertia and customer disengagement, brand loyalty, and satisfaction. It also examines evidence that some factors act as barriers to customer switching, for example factors that could:

  • cause users to perceive switching to be difficult or costly (for example, because they would pose a ‘hassle’), discouraging potential switchers
  • impose actual costs on users that do switch (for example, financial, time or learning costs)

Citation

CMA, Mobile Ecosystems Market Study: Appendix D - Barriers to switching between mobile operating systems, 2022

https://www.gov.uk/cma-cases/mobile-ecosystems-market-study#final-report

Published 31 August 2022
Contents

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