New research by used device retailer SellCell has found that smartphone buyers are becoming increasingly loyal to their chosen platform, whether Apple's iPhone or Google's Android, but are less likely to switch from Android to iPhone. The research involved a survey of over 5,000 smartphone users in the United States, with iPhone loyalty increasing to 96.4% from 91.9% five years ago. However, Android users are more likely to buy iPhones than the other way around, despite this. While iPhone owners are increasingly likely to upgrade, Android loyalty has increased to 86.4%, with users more than four times more likely than their iPhone-owning counterparts. The report also revealed that overall, overall, loyalty is at its highest-ever recorded level across all major brands.