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Samsung's consumer confidence drops following the Galaxy Note7 recall

By Cookie Monster - on 26 Sep 2016, 1:00am

Samsung's consumer confidence drops following the Galaxy Note7 recall

Based on a recent survey, consumer confidence in the Samsung brand has dropped due to the ongoing battery woes faced by Samsung Galaxy Note7 users.

Branding Brand, which is the retail industry's biggest mobile e-commerce platform, conducted an online survey from 21st September to 22nd September  with 1,000 U.S consumers aged between 18 to 65 who currently own a Samsung smartphone. Here are the findings:

  • 34% of existing customers stated that they won't buy another Samsung smartphone 
  • 57%  of Samsung users indicated that they are ready to choose another Android smartphone 
  • 34% of Samsung users will switch over to the iPhone 
  • 77% will continue to buy Samsung smartphones in the future as they are unwilling to learn a new phone 

Other reasons mentioned for brand loyalty include style (52%), the flexibility to customize the experience (44%), battery life (39%), cost (35%) and dislike of other phone brands (28%). Chris Mason, Co-founder and CEO of Branding Brand, claims that battery life is the main reason for the drop in consumer confidence. 

Samsung has been providing regular updates to its customers on what went wrong with the battery of the Galaxy Note 7. However, its failure to issue a total recall in China may push the company towards "a trust crisis". 

Source: Branding Brand

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