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Branding Brand: Galaxy Note7 recall dents consumer confidence in Samsung

The Galaxy Note7 recall put a dent in Samsung consumer confidence, with 34% of current customers saying they won’t buy another smartphone from the brand, according to Branding Brand, a mobile e-commerce platform. Of these customers, 81% have always owned a Samsung or Android smartphone.

Most Samsung owners who say they are ready to switch will choose another Android phone (57%), but many will move to an iPhone (34%). Of current Samsung owners, 21% were previously iPhone owners. 

Following the September 15 U.S. recall of the Galaxy Note7 — due to concerns over faulty batteries that may explode in these devices — Branding Brand surveyed 1,000 Samsung smartphone customers to understand consumer confidence and loyalty with the brand. Of the Samsung customers that will stay loyal to the brand, 77% say it’s because they don’t want to learn a new phone. Other reasons Samsung customers cited for staying loyal with the brand include: style (52%); options to customize experience (44%); battery life (39%); cost (35%); and dislike of other smartphone brands (28%)

Branding Brand releases periodic surveys to understand the technologies mobile shopping customers use to make purchases. The latest online survey was conducted from Sept. 21-22, with 1,000 U.S. respondents ages 18-65, who currently own a Samsung smartphone.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.