Apple Inc.’s iPhone 14 smartphone is displayed at a store in central Seoul in this file photo taken on Oct. 7, 2022. (Yonhap)
SEOUL, July 20 (Korea Bizwire) — Young South Koreans in their teens and 20s show a stronger preference for Apple Inc.’s iPhones, adding to the concern faced by Samsung Electronics Co. ahead of the Galaxy Unpacked event next week.
Gallup Korea conducted a nationwide survey of 975 smartphone users over 18 years of age, in which 65 percent of respondents between 18 and 29 said they use an iPhone.
Compared to last year’s survey, where only 52 percent of respondents in the same age group used an iPhone, the preference for Apple’s flagship smartphone has grown.
Last year, 51 percent of male respondents between 18 and 29 used a Samsung Galaxy device, a rate that dropped to only 36 percent this year.
In contrast, iPhone users jumped from 43 percent to 60 percent.
A whopping 71 percent of female respondents in the same age group said they use an iPhone, exceeding last year’s share (62 percent).
“Apple’s expansion became visible this year, long after LG Electronics Inc. withdrew from the mobile business. It is largely attributed to a premium phone strategy targeting the young generation and the introduction of Apple Pay,” Gallup Korea said.
Roughly two-thirds of smartphone users picked Samsung, and 22 percent picked Apple as their next smartphone for purchase, although 69 percent of female respondents between 18 and 29 said they would buy an iPhone next time.
Samsung recently opened a six-story flagship store “Samsung Gangnam” in Gangnam, southern Seoul, targeting young people.
Located on Gangnam Boulevard, one of Seoul’s main shopping and business districts, it comes with an after-sales service center, a seminar and lecture space, a small Galaxy museum, a coffee shop and Instagrammable photo zones filled with artworks.
“We do recognize that our competitor has a product that the younger generation likes. I believe that Samsung, however, has its own personality and expertise that only we can offer,” said Jung Ho-jin, vice president of Samsung’s mobile experience division.
Ashley Song (ashley@koreabizwire.com)
