Apple, Samsung surge in consumer brand preference

Joseph O'Halloran | 13-12-2012

As tablets and smartphones are now as much an entrenched part of the broadcast industry as TV sets, the power of brands has never been stronger, and the most powerful of these are Apple and Samsung, according to Strategy Analytics.
According to the analyst’s ConsumerMetrix service — asking how likely people would be to choose each of more than 20 global brands when buying products such as mobile phones, TVs and related products — the top 17 brands in order of preference are Samsung, Sony, Apple, HP, LG, Panasonic, Dell, Nokia, Philips, Toshiba, Acer, Sharp, Asus, Motorola, Sanyo, Blackberry and Lenovo.

Over the past six months Samsung improved its score by 4.4 points, extending its leadership over Sony to 17 points, while Apple’s rating increased by 2.3 points, overtaking HP into third place. Despite the huge and incessant take up of smartphones and tablets, mobile-centric brands performed the worst over the past half-year, with Blackberry’s score plummeting and Motorola and Nokia both declining markedly. Apple beat Samsung as the most preferred brand in the highest income segment. Apple still suffers, however, in France and Germany, where its ratings are still significantly lower than in other markets.
“These survey findings suggest that the 12-month outlook for both Samsung and Apple remains rosy,” explained David Mercer, principal analyst at Strategy Analytics. “By contrast, most rivals are struggling to improve consumer support and urgently need to improve mindshare.”