The fall of the Galaxy Note7 has Samsung's smartphone customers seeking new brands. Now, 40% of current Samsung consumers say they won't buy another phone from the brand — that's a 6% increase since the first week of the phone's U.S. recall on Sept. 15.
Branding Brand, a mobile e-commerce platform, conducted its second survey of 1,000 Samsung smartphone owners from Oct. 11-12 to compare consumer confidence to its earlier study, conducted on September 23. The survey also measured increasing interest in other phone brands, including the new Google Pixel.
Thirty percent of current Samsung smartphone consumers say they've only ever owned that brand of phone. Of those switching from Samsung smartphones:
- Sixty-two percent will go with another Android phone.
- Thirty percent will switch to an iPhone.
- Eight percent will buy a Google Pixel.
"As we've watched the Galaxy Note7 recall and discontinuation play out, even more people say they will switch their smartphone brand," says Chris Mason, co-founder and CEO of Branding Brand. "Consumers want to be confident in their personal safety and will choose a new smartphone accordingly.”