9 out of 10 consumers in South Korea intend to stick with their current smartphone brand. (Image courtesy of Kobiz Media)
SEOUL, Jul. 12 (Korea Bizwire) – A recent survey has revealed that 9 out of 10 consumers in South Korea intend to stick with their current smartphone brand, indicating a strengthening “lock-in effect” in the mobile device market.
The study also found that smartphone usage among seniors over 70 has surpassed 90% for both men and women for the first time.
According to data from a nationwide poll conducted by Gallup Korea and released on July 11, involving 1,002 respondents aged 18 and above, Samsung Electronics currently dominates the market with 69% of users, followed by Apple at 23%, and LG Electronics at 6%. These figures remain unchanged from last year.
When asked about their next smartphone purchase, 68% of respondents chose Samsung, while 22% opted for Apple. The survey highlighted a generational divide in brand preferences.
Samsung’s popularity increases with age, capturing 36% of those in their 20s, rising to over 80% for those in their 50s and 60s. Conversely, Apple’s appeal is strongest among younger users, with 60% of those in their 20s favoring the brand, dropping to just 2% for those over 60.
Gallup Korea noted a significant shift in brand loyalty since 2014, when repurchase intentions for both Samsung and Apple hovered around 60%. By 2021, this figure had climbed to nearly 90% for both brands.
“The lock-in effect has become pronounced in smartphone brand selection,” Gallup Korea stated, emphasizing that brand choices among younger generations could be crucial in determining future market shares.
The survey also touched on the evolving focus of smartphone competition. While previous years saw rivalries centered on design and size, this year’s spotlight is on artificial intelligence (AI) integration.
Samsung recently launched its Galaxy S24 series as its first AI-powered smartphones, while Apple has announced plans to release an AI-equipped model with built-in call recording capabilities in September.
The study revealed that 98% of respondents use smartphones, with usage among those over 70 surpassing 90% for both genders for the first time.
In related findings, smartwatch usage has increased from 12% in 2020 to 33%, nearly matching the 31% wristwatch usage rate recorded in 2019. The adoption rate is particularly high among Apple users at 54%, compared to 28% for Samsung users.
Wireless earphone usage has also seen a significant uptick, rising from 41% in 2020 to 59%. The survey found that 80% of Apple smartphone users and 56% of Samsung users reported using wireless earphones.
Kevin Lee (kevinlee@koreabizwire.com)
