Apple Beats Samsung as the Most Desirable Brand in Emerging Markets

 

Latest data shows that Apple is the most desirable smartphone brand among consumers in emerging markets. The same study last year had put Samsung as the most desirable brand in emerging markets.

Samsung saw a slight decline in interest from emerging market consumers – from 32% to 29%. Consumer interest in Apple’s iPhone increased considerably from 21% to 32% – where Samsung was last year.

Smartphone brands don’t need to have cheaper handset models to engage customers in emerging markets. Specially when it comes to young customers, cheaper models imply fewer and less than optimal features which put off young customers from the brand altogether.

In mature markets, we have already witnessed how young customers drive sale of premium smartphones. The social drivers of belonging & significance push young customers to opt for premium handsets in mature markets. We can expect to witness the same in emerging markets where youth are already showing a greater preference for premium smartphones.

For more on Youth Smartphone Pricing and Engagement, check out the Youth Engagement Toolkit for Smartphone Brands.