| Category | |
|---|---|
| Awareness | 93.0% |
| Popularity | 54.0% |
| Ownership | 40.0% |
| Loyalty | 34.0% |
| Buzz | 43.0% |
Smartphone brands
Samsung Galaxy brand profile in the U.S.
Samsung Galaxy is recognized by 93 percent of smartphone owners in the United States. The South Korean brand has a popularity score of 54 percent, and around 40 percent of U.S. smartphone owners use a Galaxy phone.
Our comparison by generations shows that across all relevant brand KPIs, Samsung Galaxy scores best with the older generations.
Brand KPI profile
A Galaxy of brand recognition
93 percent of smartphone owners in the United States recognize Samsung Galaxy. The brand has a popularity score of 54 percent in the smartphone audience, and around 40 percent of respondents in that group own a Samsung Galaxy model. Furthermore, when it comes to advertising, 43 percent of smartphone owners had noticed Samsung Galaxy in the media, on social media or in advertising within the last 3 months prior our survey.
Generations
Samsung Galaxy is much stronger with the older generations
Samsung reaches an outstanding brand awareness of 95 percent among Generation X smartphone owners in the U.S., 45 percent of whom actually own a Galaxy smartphone. A similar share of the surveyed Millennials owns a Galaxy, however, when it comes to Gen Z, this KPI drops to 31 percent. Overall, the pattern is clearly visibile. Across all relevant brand KPIs, Samsung Galaxy performs best with the older generations in our survey.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 93.0% | 89.0% | 94.0% | 95.0% | 95.0% |
| Popularity | 54.0% | 41.0% | 59.0% | 62.0% | 54.0% |
| Ownership | 40.0% | 31.0% | 44.0% | 45.0% | 41.0% |
| Loyalty | 34.0% | 24.0% | 38.0% | 40.0% | 33.0% |
| Buzz | 43.0% | 40.0% | 48.0% | 41.0% | 40.0% |
Life values
An honest and respectable life is important for Samsung Galaxy owners
An honest and respectable life and a happy relationship are most important to Samsung Galaxy owners in the United States, just as they are to non-owners. However, one noticeable difference in the life values between these audiences lies in their rating of safety and security: While 40 percent of Samsung Galaxy owners consider it as one of the 3 most important aspects of life, the same is true for 34 percent of non-customers of the smartphone brand.
Published January 8, 2025
| Category | Total | Samsung Galaxy owner | Non-owner |
|---|---|---|---|
| An honest and respectable life | 46.0% | 47.0% | 45.0% |
| A happy relationship | 45.0% | 45.0% | 45.0% |
| To be successful | 41.0% | 41.0% | 41.0% |
| Safety and security | 36.0% | 40.0% | 34.0% |
| Making my own decisions | 33.0% | 35.0% | 32.0% |
| Having a good time | 31.0% | 31.0% | 31.0% |
| Learning new things | 25.0% | 25.0% | 25.0% |
| Advancing my career | 16.0% | 14.0% | 17.0% |
| Traditions | 14.0% | 13.0% | 15.0% |
| Social justice | 12.0% | 9.0% | 15.0% |
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