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Samsung and Apple Surge Ahead in Consumer Brand Preference

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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.

"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.


The survey is based on a sample of 2,285 individuals in the US and 4,268 respondents in Europe ages 15-74. The data was weighted by country, age, gender and internet use to represent the populations of internet users, respectively.

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