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.