YouGov survey shows significant increase in customer advocacy and loyalty.
Nokia certainly appears to be making significant strides in rebuilding its reputation, after a YouGov survey conducted between September and December 2012 found that the number of its consumers that would recommend the brand grew by 13 per cent to 45 per cent.
During the same period, the Finnish manufacturer’s detractors dropped from 37 per cent to 33 per cent.
Despite its market share falling from a high of 30 per cent back in December 2009 to just six per cent in September 2012, the number of Nokia customers using its Lumia smartphone has leaped from just one per cent to 40 per cent since December 2011. The same period also saw the number of those using the Symbian operating system fall from 99 per cent to 60 per cent.
The growing uptake for Lumia devices among Nokia’s consumers has led to a substantial rise in its customer satisfaction ratings. This increased level of satisfaction spans across the entire range of the Lumia’s attributes, such as battery life and camera quality, through to Internet connection speeds, reliability and ease of use.
Meanwhile, the launch of the Lumia on Windows Phone 7 and 8 in the run-up to Christmas saw Nokia achieve the biggest improvement in customer loyalty among handset manufacturers. The number of Nokia customers saying that they would stay with the brand for their next handset grew by 12 per cent to 42 per cent between September and December 2012.
However, YouGov’s survey revealed Apple continues to boast the highest loyalty ratings, with 80 per cent of its consumers claiming that they would stick with the brand for their next smartphone.