Apple brand loyalty drops behind Samsung in South Korea

According to a report by DIGIECO – a research organisation affiliated with Korea Telecom, Samsung users have overtaken Apple users in terms of brand loyalty in South Korea

In the survey which involved 3,763 smartphone users aged 13 to 69, 53 percent of 416 iPhone users surveyed responded they would not continue to use Apple’s smartphone line.

For users of Samsung’s Galaxy S smartphone range, the level of dissatisfaction was just 35 percent.

The most interesting part of the report is probably how much influence each factor of the phone has on a customer’s purchase decision. About a quarter of the survey respondents said that handset design is the most important factor in choosing a smartphone, followed by brand (20%) and type of operating system (19.5%).

“It should not be misjudged, however, that the market share in the domestic market for the iPhone will likely shrink and that of Samsung will increase,” the research institute’s report claimed, as cited by the Korea Herald newspaper.

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