Samsung Galaxy Dominates South Korean Market; Users Loyal, AI Leadership Cited

Samsung's Galaxy smartphones continue to solidify their dominance in the South Korean market, boasting an 81% user penetration rate, according to a recent survey by Korea Gallup. This figure represents a significant 9 percentage point increase from the previous year, widening the gap with competitor Apple's iPhone, which saw its usage rate drop from 24% to 19%.

Customer loyalty to the Galaxy brand has reached an all-time high, with 96% of current Galaxy users expressing their intention to purchase another Samsung smartphone for their next device. This reflects a 4 percentage point rise from the prior year's survey. The "future purchase intention" for Galaxy smartphones also saw a notable increase, growing by 7 percentage points to 78%.

While younger demographics show a slight preference for iPhones, with 51% of 10-year-olds and 56% of 20-year-olds favoring Apple, Samsung's dominance becomes overwhelming from the 30s onward. In the 30s, 61% intend to buy a Galaxy, with this figure rising to 85% for those in their 40s, 96% for those in their 50s, and an impressive 98% for users aged 60 and above.

Beyond mobile devices, Samsung's brand power extends to artificial intelligence. In a free-response question about companies leading in AI technology, Samsung Electronics was cited by 37% of respondents, placing it in first position. Google/Gemini followed with 15%, then Naver (6.6%), OpenAI/ChatGPT (6.3%), SK Hynix (4.9%), and Nvidia (4.9%). The survey was conducted using face-to-face interviews with 1,700 individuals aged 13 and above nationwide.