14 DAY TRIAL // Samsung has just released two flagship smartphones, the Galaxy S8 and Galaxy S8+, but a recent study by Kantar World Panel reveals some interesting facts about the company’s evolution in one of the biggest markets in the world.
In the US, the South Korean company’s most popular smartphone is the Galaxy S5, with a 15.6% share of Samsung’s installed base in February 2017. The smartphone is followed by the Galaxy S7 with 11.5%, and the Galaxy S6 with 11.4%. Surprisingly, the Galaxy S8 edge accounted for 5.8% of the company’s installed base in one of the biggest smartphone markets in the world.
28% of consumers in the US who previously owned a Samsung device upgraded to a new Samsung smartphone in the previous year. This would mean that Samsung managed to retain a part of its loyal consumer base, following the Galaxy Note 7 fiasco, which affected its image and caused financial loss. Out of the 28% of consumers, 52% opted for the Galaxy S7 and Galaxy S7 edge, while 10% of them went with the Galaxy S6.
The remainder of consumers bought one of the 48 Samsung smartphones available in the US. The numbers clearly show that Samsung’s previous flagship was the most attractive to customers who were looking to upgrade and continue using Samsung smartphones.
Some Galaxy users are looking to upgrade
The study also shows that 20% of Galaxy S7 owners intend to upgrade in the next year, with 40% of Galaxy S6 owners and 55% of Galaxy S5 users intending to do the same. The Galaxy S8 could be on the wishlist of many, while some will choose to wait for the Galaxy Note 8.
64% of current Galaxy S6 owners said they intend to purchase a Samsung smartphone again, compared to 76% of Galaxy S5 owners. Aside from Samsung, consumers are also interested in buying Apple smartphones, and the red iPhone 7 and iPhone 7 Plus could be on their list. Let’s not forget that Apple is planning to release an anniversary iPhone 8 this fall, with a more appealing design and exciting new features.
The study concludes that if Samsung wishes to increase its customer base and make sure that it doesn’t lose consumers to the competition (mostly Apple), then the smartphone maker should focus on keeping consumers within the Samsung ecosystem and offering them other products as well. Samsung already started doing that with the launch of a new Gear VR, virtual assistant Bixby, DeX Station, and even Samsung Connect.