In the US, 47% of respondents primarily use an iPhone, compared with 29% who use a Samsung.
At the same time, more than a third of Apple users (35%) say they are likely to change smartphone brands, while the share is slightly lower among Samsung users (31%).
A similar pattern can be seen in the UK, where Apple also leads in usage (47% vs. 34%), although roughly three in ten users of both brands say they may switch.
Germany stands out as a Samsung stronghold, with 38% of respondents primarily using Samsung smartphones, compared with 35% for Apple.
Here, however, Samsung users appear more loyal: only 20% say they are likely to change brand, compared with 28% of Apple users.
While Apple dominates the Japanese market with 43% of respondents using an iPhone primarily, Samsung has a much smaller user base at 8% (just behind Sharp, Google, and Sony, at 10-12%).
It is among the Japanese consumers that Samsung’s brand loyalty appears weaker, with around 34% saying they are likely to switch brands, whereas loyalty to Apple is the strongest among the countries analysed (only 21% of iPhone users are likely to change
