Report: 63% of [In-Store] Smartphone Shoppers Were Pushed Towards a Samsung Device
August 8, 2014 1:58 PM
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Samsung gets plenty of love from wireless carriers
A recent survey conducted by Kantar Worldpanel ComTech has revealed some interesting trends when it comes to how Americans purchase new smartphones. First and foremost, while many of us tech geeks pride ourselves on purchasing as much of our gear online as possible, a full 64 percent of Americans actually purchase their smartphones in-store.
Only 24 percent purchase their smartphones online, with the rest we assume purchasing them over the phone through their carrier.
But what’s perhaps most interesting is what smartphones are being pushed by carriers. Kantar’s research found that 63 percent of customers that walked into a retail store to buy a new smartphone were recommended a
. What’s most interesting is that this was double the rate for Apple recommendations and nearly 10 times the rate for
smartphones made by Nokia
And it should come as no surprise that 59 percent of those who were nudged towards a Samsung device walked out with one. 35 percent left with an Android smartphone made by another manufacturer, and only 6 percent purchased an
But Apple needs not worry about its customers straying too far from the herd. iPhone users remain incredibly loyal, with Kantar describing a “strong emotional connection with the Apple brand and its devices.”
Kantar adds that consumers purchasing Apple’s iPhone models are the ones doing the least amount of pre-purchase research in part due to the strength of the brand, the rabid fanbase, and high satisfaction rate with iPhone hardware.
Kantar World Panel [PDF]
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Waiting for the punchline
8/8/2014 3:15:00 PM
So I read the article, waiting for the discovery of some evil intent.
Let's see, some of us are geeks but most of us aren't. Check.
Samsung is a dominant player. Check.
Oftentimes vendors will try to steer the customer towards a particular model, for a variety of reasons. Check.
Sheesh. It's like eating Chinese food--I've eaten it but I'm still hungry. What am I missing here?
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