Strategy Analytics: Samsung and Apple Surge Ahead in Consumer Brand Preference

  Strategy Analytics: Samsung and Apple Surge Ahead in Consumer Brand

             Blackberry, Nokia, Motorola Suffer Declining Ratings

Business Wire

BOSTON -- December 12, 2012

Consumers have given a huge vote of confidence in both Samsung and Apple
according to the latest consumer brand preference rankings just released by
Strategy Analytics’ ConsumerMetrix service. Over the past six months Samsung
has improved its score by 4.4 points, extending its leadership over Sony to 17
points. Apple’s rating increased by 2.3 points and it leapfrogs HP into third
place. Panasonic and Asus both scored marginal improvements but all other
technology brands saw declines in preference rankings. Mobile-centric brands
have performed the worst over the past half-year. Blackberry’s score fell by
nearly ten points, while both Motorola and Nokia saw declines of more than
four points. More than 6500 respondents in the US and Europe were asked to
consider how likely they would be to choose each of more than twenty global
brands when buying technology products such as computers, mobile phones, TVs
and related products.

“These survey findings suggest that the 12-month outlook for both Samsung and
Apple remains rosy,” says David Mercer, Principal Analyst at Strategy
Analytics. “By contrast most rivals are struggling to improve consumer support
and urgently need to improve mindshare.”

Apple has now overtaken Samsung as the number one 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.

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, Lenovo.

Editor’s Note: Strategy Analytics conducted an online survey, the
ConsumerMetrix Survey fielded in October 2012. The sample consisted of n=2285
individuals in the US and n=4268 in Europe ages 15-74. Strategy Analytics
weighted the data by country, age, gender and internet use to represent the US
and European populations of internet users, respectively.

About Strategy Analytics

Strategy Analytics, Inc. provides timely and actionable market intelligence
focused on opportunities and disruptive forces in the areas of emerging
technology, communications and media. For more information, please visit


Strategy Analytics
David Mercer, +44 7875 391218
Jia Wu, +1-617-614-0712
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