Article: "Korean youth only look for iPhones, even if expensive.." "Shocking" Samsung phone neglect
Source: Herald Economy
A very unusual thing is happening in Korea where loyalty to domestic Samsung brand is high. A study has found that the % of people who buy or replace their phones with iPhones is increasing.
On the 3rd, 9to5mac, a media specializing in Apple news, reported that Korean Gen Z's preference for iPhones is getting worse. The media evaluated, "Overall, Korean consumers are very loyal to their own brands and Korean youth are also influenced by their parents' generation's preference for Samsung. 85% of Korean smartphone users under the age of 30 bought a Samsung or LG Android phone as their first smartphone. In the 4th quarter of last year, Samsung's domestic market share in smartphones was recorded at 64%."
"But lately, we've noticed changes. The phenomenon of young Koreans who prefer iPhones is accelerating. iPhone influence is growing in Korea which is quite shocking for a place that's Samsung's 'home.'"
According to Counterpoint Research, a global market research firm, "about 53% of Koreans under the age of 30 use an iPhone." In other words, the younger generation who chose Samsung or LG as their first smartphone have since switched to iPhone.
Conversely, "only 8% of those who purchased an iPhone as their first smartphone switched to Android. Users cited "performance (32%) and "brand image (31%) as reasons for switching from an Android phone to an iPhone."
The biggest influence on the purchasing decision of young Koreans was performance of the iPhone's camera. Apple currently operates a number of R&D centers specializing in imaging technology and the iPhone camera is evaluated as having the best performance in harmony with hardware and software.
Media analyzed that Apple's 'Shot on iPhone' campaign introduced for the Korean market is having a positive impact. On the 22nd, Apple released 'ETA' MV filmed in collaboration with popular girl group New Jeans. This is the first time Apple has collaborated with a K-pop idol for an iPhone CF.
- [+1,615, -262] I could care less about some iPhone..
- [+821, -25] It's only good for recording Samsung phone calls.
- [+495, -49] It's pitiful seeing people pounce on anyone who mentions Samsung or Apple.. it's just a phone. Let the reporter write whatever they want to write.
- [+435, -54] Idols are a waste of life.
- [+288, -42] Basic specs, 2023 Galaxy ~115 million won , an iPhone 14~120 million won. Why the hell is it so expensive?!
- [+115, -4] I could care less whether it's an iPhone or Galaxy. Whether K-pop Jamboree, or even Covid-19, Samsung went out of their way during each national crisis and we still see them pay heavy taxes and collect artworks of our country. It makes me feel more heavily inclined to buy a Samsung.
- [+92, -1] Kids with multi-nationalities like Jang Won-young are the worst offenders. They get to receive all the benefits of Korea but will betray us in one moment to the next like using an iPhone while sucking money from Samsung.
- [+91, -4] Ah.. you mean chodings that only use Samsung phones during contract period and immediately switch to iPhones the second the contract term is over?! This is why we keep telling Samsung to pick models carefully from now on!
- [+24, -2] Too many immature chodings.. they all just buy it because their friends are doing it, even if its expensive.
- [+16, -1] Like kids who take out iPhones in the middle of a stage on a music broadcast.. I don't understand it. Zero braincells.