Exploding batteries have put a damper on consumers’ confidence in Samsung’s smartphones, according to a survey from Branding Brand.
Thirty-four percent of customers said they won’t buy another smartphone from the brand with 81 percent of those stating they have always owned a Samsung or Android phone.
After the Sept. 15 U.S. recall of the Galaxy Note 7 after concerns over exploding batteries, Branding Brand surveyed 1,000 smartphone customers to find out how the recall impacted their purchasing decisions.
The 66 percent of customers who will stay loyal to the brand say it’s because they don’t want to learn a new phone. Fifty-two percent say the like the style of Samsung’s phones, and 44 percent enjoy the options to customize their experience. Thirty-five percent find the cost favorable while 28 percent say they dislike other smartphone brands.
“Samsung consumers say battery life is a key to their loyalty with the brand,” said Chris Mason, co-founder and CEO of Branding Brand. “However, it’s the same reason for the drop in confidence. Battery power is, and will continue to be, a big factor in smartphone technology development.”
Most Samsung owners who say they are ready to switch will choose another Android phone (57 percent), but many will move to iPhone (34 percent), said the Branding survey. Of current Samsung owners, 21 percent were previously iPhone owners.
