Kantar: Apple still the most preferred smartphone brand in the US, but Samsung leads in the EU5

Kantar: Apple still the most preferred smartphone brand in the US, but Samsung leads in the EU5
Kantar Worldpanel, a consumer knowledge and insights company, has posted an article discussing the saturated state of the smartphone market, and what manufacturers would need to do in order to continue growing and profiting. According to it, in 2016, smartphone makers would either have to find a way to convince feature phone users that upgrading has become a necessity, or market their newest models to current smartphone owners in a way that makes them believe they need the “next big thing”.

“Double digit market growth is over”, Kantar says, as it cites that 65% of Americans, 74% of Europeans, and 72% of urban Chinese consumers already have smartphones. US customers tend to buy the most high-end smartphones, with 48% of 2015 sales being of devices in the $500+ price bracket – that's a 9% growth over 2014. In the EU5 (France, Germany, Spain, Italy, UK), the high-end segment was only 27% of overall smartphone sales, marking a mere growth of 6% over 2014.

It's also interesting to note that Apple is still the preferred smartphone maker in the US – 40% of customers prefer an iPhone, 35% want a Samsung device. Motorola is 3rd in the list, but only has 6% of consumers' favor. In the EU5, Samsung is in the lead with 37% of consumers favoring the brand, while only 29% prefer an Apple device.

Kantar Worldpanel ComTech expert Carolina Milanesi notes that while the market is oversaturated, there still are plenty of opportunities for companies to monetize from it – one just needs the vision to seize them.



1. Arschsalat

Posts: 158; Member since: Feb 29, 2016

Europe is smarter :D

4. GreenMan

Posts: 2697; Member since: Nov 09, 2015

Arschsalat, Europeans are smarter? Well, I'm here to tell you that it's a foolish thought from an sMoth... Smartness has nothing to do with iPhone's desire in Europe... It's the COST! Allow me to enlighten your narrow mindset:http://www.macrumors.com/2015/09/10/iphone iPhones are ridiculously expensive in other countries, notably India where the top of the line iPhone 6S Plus could reach nearly 2,000 US Dollars...

6. shm224

Posts: 288; Member since: Mar 19, 2015

Yes, in some countries, when you add all the value added tax or tariffs, it adds up. It's true for all smartphones, including Android phones.

40. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Is there a $2000 Samsung in Europe? If so I wanna see it.

7. Arschsalat

Posts: 158; Member since: Feb 29, 2016

That was a joke. It´s just a phone ;-)

39. xfire99

Posts: 1205; Member since: Mar 14, 2012

Since when did India counts as EU country?

20. Arch_Fiend

Posts: 3951; Member since: Oct 03, 2015

Or cheaper because from what I just read EU people hardly buy high-end phones so of course when they do they are going to go for the cheaper of the bunch, samsung phones aren't cheap but a 32gb samsung phone will definitely be cheaper than a 64gb iPhone because lets face it that's the capacity you would have to buy because 16gb is s**t.

2. hanabi

Posts: 177; Member since: Oct 08, 2015

Us is apple homeground so not a fair start

10. TerryTerius unregistered

What does fairness have to do with anything? And how is it "unfair" that Apple does well in the country it is headquartered in?

30. chaoscauser

Posts: 39; Member since: Jun 04, 2014

According to Dr. Kant, people who prefer Apple's devices to others are more stupid than who prefer other brands. His recent research says the more you like iPhones, the more stupid you become.

* Some comments have been hidden, because they don't meet the discussions rules.

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