The interior view of the “2024 LG OLED evo (G4)” featuring the Alpha 11 AI processor. (Image provided by LG Electronics)
SEOUL, Dec. 1 (Korea Bizwire) – As AI-integrated appliances cement their position as the mainstream in South Korea’s home electronics market, LG Electronics has emerged as the leader in customer satisfaction, according to a recent report.
A study by corporate data research firm CEO Score, released Sunday, analyzed the top 100 products in five major appliance categories on Naver Shopping and Coupang.
Of the 1,000 products reviewed, 633 were AI-enabled, with LG Electronics accounting for 51.7% (327 products) and Samsung Electronics following at 34.1% (216 products).
LG also led in customer engagement, with 133,870 reviews for its AI products—nearly half of the total 267,693 reviews across all brands. LG’s AI appliances achieved a recommendation rate of 97.8% and a positive review rate of 95.6%.
While Samsung garnered 87,821 reviews, it slightly outperformed LG with a recommendation rate of 98.0% and a positive review rate of 95.9%.
Product Category Breakdown
LG secured the top spot in three key categories: TVs, refrigerators, and washers/dryers. Among the top 100 products, LG had 64 TV models, 61 refrigerators, and 117 washers/dryers. Samsung trailed with 49, 30, and 43 products, respectively.
However, in the rising dishwasher segment, Samsung led with 51 products in the top 100, compared to LG’s 42. For air conditioners, both companies tied with 43 products, though Samsung’s models attracted more reviews (15,677) than LG’s (10,934).
In subcategories, LG excelled in LED TVs, OLED TVs, refrigerators, and wine cellars, while Samsung took the lead in QLED TVs and multi-unit air conditioners.
LG Electronics is experiencing robust growth in its appliance subscription service. (Image courtesy of LG Electronics)
Premium Market Leadership
LG dominated the premium market (over 2 million KRW) in four categories: TVs, refrigerators, washers/dryers, and air conditioners. Samsung, however, led in high-end dishwashers.
Customer Perception
An analysis of customer reviews using N-Gram methodology highlighted LG’s strengths in sleek and simple designs, diverse AI features, and value for money. LG’s appliances were frequently recommended as gifts for parents, particularly for occasions like Parents’ Day or birthdays.
Samsung received praise for its superior picture quality, energy efficiency, and smart connectivity features, such as seamless integration with smartphones. Its AI-enabled appliances were popular gifts for weddings, housewarmings, and other celebratory events.
The Battle for AI Appliance Supremacy
The findings underscore the intense competition between LG and Samsung in South Korea’s rapidly growing AI appliance market. As both companies continue to innovate, customer preferences in design, functionality, and brand image will shape the future of this highly competitive industry.
Kevin Lee (kevinlee@koreabizwire.com)
