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Samsung Emerged the Most Popular Brand in Emerging Markets; Beats Nokia and Apple: Survey

An online survey conducted by Upstream revealed that in developing markets 32% people preferred Samsung over Nokia (22%), Apple (21%) and Blackberry (10%).

Apr 2, 2013 09:29 IST
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An online survey conducted recently by Upstream, the mobile marketing firm, revealed that in developing markets such as Saudi Arabia, India, Nigeria and Brazil, 32 percent people would prefer Samsung over Nokia (22 percent), Apple (21 percent) and Blackberry (10 percent).

In the online survey, Upstream samples more than 1000 adults in these four countries to find out that Samsung was a leading brand in comparison to Nokia, Apple and Blackberry. However, only in Nigeria, Nokia was the most popular brand with 37 percent preference. As far as the developed market of US is concerned, Apple is still a popular smartphone. In developing countries nevertheless, Samsung is a preferred choice. In developed countries such as US and UK, 32 percent of prospective buyers selected iPhone in comparison to 22 percent for Samsung.

In context with the results of the survey, the founder and CEO and Upstream described that there was a relation between income and the brand affinity. In developing countries, a mobile phone is more of a necessity and therefore the choice of brand does not play an important role.

In Nigeria, two-third of the surveyed people relied on phone. In India, one-third people preferred laptops over other gadgets. Nokia and Blackberry achieved preference more in the African nations. It is worth noticing that Samsung has an increased demand across the world because of the rising popularity of Galaxy S III.

Upstream, the mobile marketing company conducted this survey independently, outside the firms like Vanson Bourne and YouGov.

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