BlackBerry’s stock may be on the rise, up 36% so far in 2014 as of Monday’s close, but brand loyalty in the United Kingdom has seemingly hit an all-time low. According to a new note from CashForPhonesComparison.com, which compares more than 35 used mobile phone buying services in an effort to get customers the best price on their trade-ins before they upgrade to a new handset, only about 8% of consumers who use the site to trade in a used BlackBerry say they plan to purchase another BlackBerry device.

Instead, the overwhelming majority — a staggering 66% — say they intend to upgrade from a BlackBerry device to an iPhone.

Among the 66% looking to switch to an iPhone, the majority (42%) planned to move to the aging iPhone 4 while only about 5% intended to buy an iPhone 5s. 7% of people trading in an old BlackBerry phone planned to move to a Samsung handset.

BlackBerry’s global smartphone market share has continued to slide in recent quarters, having plummeted to just 1% in the United States last year according to Kantar Worldpanel. The struggling vendor quietly revealed several new phones it plans to launch in the coming months, but it will also look elsewhere for momentum as it looks to return to sustained profitability.