| Category | |
|---|---|
| Awareness | 93.0% |
| Popularity | 60.0% |
| Ownership | 40.0% |
| Loyalty | 86.0% |
| Buzz | 45.0% |
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 60 percent among consumers who know the brand, and around 40 percent of them 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
More than nine in ten U.S. internet users recognize Samsung Galaxy. The smartphone brand is popular with 60% of consumers who know it, while two in five currently own a Samsung Galaxy device. Similarly, more than 40 percent of U.S. consumers who know Samsung have heard about it in media, social media, or other advertising spaces over the past three months before our survey.
Generations
Samsung Galaxy is much stronger with the older generations
Samsung Galaxy has broad recognition across every measured generation, with awareness above 90% throughout and highest among Baby Boomers. Millennials lead in popularity at 63%, narrowly ahead of Generation X at 62%. Generation X has the highest ownership rate, with 43% of them who know the brand currently owning a Samsung Galaxy device.
| Category | Total | Gen Z | Millennials / Generation Y | Generation X (Baby Bust) | Baby Boomer |
|---|---|---|---|---|---|
| Awareness | 93.0% | 91.0% | 94.0% | 94.0% | 96.0% |
| Popularity | 60.0% | 54.0% | 63.0% | 62.0% | 60.0% |
| Ownership | 40.0% | 34.0% | 41.0% | 43.0% | 42.0% |
| Loyalty | 86.0% | 75.0% | 86.0% | 91.0% | 97.0% |
| Buzz | 45.0% | 44.0% | 46.0% | 44.0% | 46.0% |
Life values
Career is important for Samsung Galaxy owners
Career is the most frequently selected life value among Samsung Galaxy owners, chosen by nearly half of this audience. Health and freedom or independence also rank prominently, each selected by more than four in ten Samsung Galaxy owners
| Category | Total | Samsung Galaxy |
|---|---|---|
| Career | 46.0% | 47.0% |
| Health | 45.0% | 45.0% |
| Adventure | 41.0% | 41.0% |
| Freedom/independence | 36.0% | 40.0% |
| Friendships | 33.0% | 35.0% |
| Faith/spirituality | 31.0% | 31.0% |
| Love/romance | 25.0% | 25.0% |
| Family | 16.0% | 14.0% |
| Making money | 14.0% | 13.0% |
| Personal growth | 12.0% | 9.0% |
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