French to English Bus/Financial Retail The mobile phone industry

Hi all -

I am translating a document about the competitiveness of the cellular phone industry, its environment, customer base, the importance of pricing, apps, etc.

I have honestly never seen the word équipé used as a noun and am thus not sure how to translate this sentence correctly into English.

Malgré leur attachement à xxxx, la moitié des équipés n’écarte pas l’idée de changer de marque à l’avenir… Les clients de la concurrence sont plus enclins à basculer que l’an dernier.

xxx = a particular cell phone

Any help would be appreciated!

Thanks!