PITTSBURGH, Sept. 23, 2016 /PRNewswire/ -- The Galaxy Note7 recall put a dent in Samsung consumer confidence, with 34% of current customers saying they won't buy another smartphone from the brand. Of these customers, 81% have always owned a Samsung or Android smartphone.
Following the September 15 U.S. recall of the Galaxy Note7 — due to concerns over faulty batteries that may explode in these devices — Branding Brand, the world's leading mobile e-commerce platform, surveyed 1,000 Samsung smartphone customers to understand consumer confidence and loyalty with the brand.
Will Customers Stay Loyal?
Of the Samsung customers that will stay loyal to the brand, 77% say it's because they don't want to learn a new phone. Other reasons Samsung customers cited for staying loyal with the brand include:
- Style (52%)
- Options to customize experience (44%)
- Battery life (39%)
- Cost (35%)
- Dislike of other smartphone brands (28%)
"Samsung consumers say battery life is a key to their loyalty with the brand; however it's the same reason for the drop in confidence," said Chris Mason, Co-founder and CEO of Branding Brand. "Battery power is, and will continue to be, a big factor in smartphone technology development."
Or, Will They Switch Brands?
Most Samsung owners who say they are ready to switch will choose another Android phone (57%), but many will move to iPhone (34%). Of current Samsung owners, 21% were previously iPhone owners.
About the Survey
Branding Brand releases periodic surveys to understand the technologies mobile shopping customers use to make purchases. This online survey was conducted from Sept. 21-22, 2016, with 1,000 U.S. respondents ages 18-65, who currently own a Samsung smartphone. To learn more about our methodology, contact [email protected].
About Branding Brand
Branding Brand is the retail industry's largest mobile e-commerce platform, powering online and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner "Cool Vendor" of apps, the Company was also named a 2016 Forrester Wave Leader in "Mobile Commerce and Engagement Platforms."
SOURCE Branding Brand