Mobile ad platform Qriously has released the results of a survey conducted via questions posted in apps over the past six weeks, among 9.760 iPhone and Samsung handset users.

They were asked about their plans to upgrade to the iPhone 6 when released, and the Samsung 5S. The results reveal that the majority of both Samsung and iPhone users across the country are unlikely to upgrade to their existing brand’s next or existing flagship device. Despite this however, Samsung and iPhone users alike are very unlikely to directly switch to their major rival, indicating there is a potential shift in the market, away from the big two.

Here are the results of the survey…

How likely are you to upgrade to an iPhone 6 when released? (2,440 existing iPhone users)?
36.7 per cent of respondents said no; 36.8 per cent said yes, 30.48 per cent are currently undecided.

How likely are you to upgrade to a Samsung Galaxy S5? (2,440 existing iPhone users)?
41.7 per cent said they were not likely to upgrade to an S5. Just 28.7 per cent said they would and 29.6 per cent said they were undecided.

How likely are you to consider the Samsung S5? (2,440 Samsung users)?
39.26 per cent of Samsung users said they would not consider the new S5 when their contract expires, with just 32.4 per cent saying they were likely to and 28.3 per cent saying they were currently undecided.

How likely are you to upgrade to the iPhone 6 when released (2440 Samsung users)?
Again, despite the majority of Samsung owners, like their Apple counterparts being unlikely to upgrade to their existing brand’s new flagship device, it seems they won’t leave to join their major rival. 50.3 per cent of Samsung users said they would not consider the iPhone 6 compared to just 25.1 per cent who said they would. 24.53 per cent are still undecided.

Qriously did not reveal how many of those jumping ship were planning to go for a BlackBerry…

Qriously CEO and co-founder Chris Kahler said that fact that Apple and Samsung consumers are amongst the most loyal in the world make these findings very intriguing for both brands.

“Interestingly for Samsung, this data was gathered before, during, and after the Galaxy S5 release, and the equivocal reviews the device has received might be responsible for some of the hesitation Samsungs existing customers have expressed in adopting the new flagship device,” said Kahler. “Apple, on the other hand, is keeping typically quiet about the launch of its iPhone 6, despite the usual media speculation that usually precedes its major releases. It will be interesting to see if the tenacious pro-Apple sentiment changes once we know exactly what its next device will offer and the hype steps up a gear.
“What is clear, however, is that in a fiercely competitive market it is more important than ever for big brands to not rely solely on their reputation; clear, consistent, and constant communication with their customers through the most relevant channels possible is as critical as its ever been.”