Samsung’s recent advertising campaign for the Galaxy S II are taking their toll on consumer perception of the Apple iPhone 4S, a recent market survey shows.
Samsung’s Galaxy S II ads, which take direct aim at Apple’s iPhone 4S and the people who adore it, are doing their job, reports Philip Elmer-Dewitt in Fortune. According to a study by market research firm YouGov, consumer perception of the iPhone 4S has fallen as a result of the Samsung ads. Conversely, positive buzz surrounding Samsung has risen. The two brands are now about equal, though Samsung may have a slight edge.
“Samsung has just edged past the iPhone in consumer perception in the US (adults 18+), likely powered by their new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone,” writes YouGov’s Ted Marzilli in a press release.
Consumer attitudes towards Samsung and the iPhone were measured by asking an undisclosed number of respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
The responses were the placed on a scale from 100 to -100. On November 28, when the iPhone’s buzz began to shrink, Apple’s device had a score of 33. It is now at 25. Samsung had a score of 19 on October 3 (when the iPhone was at a 29), and is now at a 26. YouGov says that the shift in opinion is mostly thanks to Americans over the age of 50, which means this should all be taken well-salted.
Whether or not this particular survey means anything, a constellation of signs show that Samsung is quickly becoming a major force in the smartphone market, having already sold more than 300 million handsets during this year alone. And Apple’s worldwide legal war with the South Korea-based company only serves as more proof that Samsung has an increasing ability to sell stuff to people, something that’s surely only going to increase now that its Galaxy Nexus handset is finally available in the US.