Impact of the mobile operating system on smartphone buying decisions: A conjoint-based empirical analysis

Abstract

A key technical product feature of today’s Smartphones is the mobile Operating System (OS). The choice in OS, not only commits consumers to essential technical features, but also has implications with regard to the user interface or availability of applications in the associated App Stores. In this context, this article examines the significance of the mobile operating systems with regards to the purchase decision. To this end, an empirical survey of Android and iOS buyers was carried out using a Choice Based Conjoint (CBC) analysis. In addition, the importance of various OS features as well as differences in personal attributes of Android and iOS users were analyzed. As a result, important differences are presented in terms of the attitudes and preferences of these groups of buyers with regard to mobile operating systems. In particular, it was found that the mobile OS plays the most important role in the purchase decision compared to brand, price, or design.