Interesting data from Kantar WorldPanel reveals that the average U.S. smartphone owner will hold on to his device for 22 months before upgrading to a new model. It almost seems like American smartphone users are still brainwashed to trade in their phone every two years, the length of the typical smartphone contract. Of course, most carriers are doing away with subsidized phone sales, including Verizon, the largest mobile carrier in the country.

It will be interesting to see if the end of two-year contracts and early upgrade plans like T-Mobile JUMP on Demand (which allows for as many as three upgrades in a year) lowers that 22 month figure dramatically in the months and years to come. Some equipment installment plans are still based on 20 to 24 monthly payments, so keeping a phone for about two years could remain the average for some time yet.

BlackBerry users hold on to their phones the longest, with an average 32 months between the purchase of a new ‘Berry. Lumia owners are the fastest to upgrade with an average 16 months between upgrades. Apple iPhone owners tend to buy the latest model every 25 months, while those rockin’ a Samsung manufactured handset are usually moving to the newest version after 18 months.

Kantar has plenty of interesting information. Perhaps due to the larger screen sizes for the Apple iPhone 6 and Apple iPhone 6 Plus, since September 2014, 32% of iPhone owners have purchased a new handset. 47% of them opted for the 4.7-inch iPhone 6, and 16% bought the iPhone 6 Plus. Compare that to the 22% of iPhone users who upgraded to a new phone between September 2013 and July 2014.

A large number of potential iPhone owners are waiting for price cuts on the Apple iPhone 6 and Apple iPhone 6 Plus once the new models are released on September 25th. Last year, 32% of Apple iPhone 5s sales took place after the release of the Apple iPhone 6.

source: KantarWorldPanel via ZDNet