When it comes to purchasing a new handset, it’s clear that many smartphone owners are happy to consider swapping brands.And as our mid-week Chart of the Day shows, this trend is particularly true for Samsung owners.

Currently, Samsung owners are just as likely to say that they want to buy an iPhone as a new Samsung. In contrast, iPhone owners are more brand loyal – only a quarter say they would consider purchasing a Samsung phone.

There are some key regional difference here, however. While in Europe and North America Samsung owners are more likely to want another Samsung handset than a rival iPhone, in fast-growth regions Samsung owners are much more likely to say they would consider purchasing an iPhone. It’s in these regions where the status of the Apple brand could help it to poach significant numbers of users from its rival.

The find out about mobile purchase consideration on a market-by-market basis, download one of our new Market Reports.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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