Google Pixel Piques Interest of Samsung Loyalists
Samsung’s recent spate of product defects has left its fans disappointed, with about 40% of the present Samsung consumers stating that they would not buy another Samsung phone. The repercussions of the Galaxy Note7 recall and discontinuation, seem to be far-reaching, with 8% consumers indicating a preference to try the Google Pixel, instead of opting for a Samsung phone. This is fuelled by the fact that Samsung engineers could not replicate the blast-defect in lab conditions, leading to full-fledged discontinuation of the Note 7 rather than a mere recall.
This is the second survey in recent times by Branding Brand, the global leader in mobile eCommerce. The responses include consumer reaction towards Google Pixel this time around, a data point which was missing in its first survey. The first survey was conducted in September and captured brand preferences of Samsung users. According to the second survey results, there are high chances of buyers moving away from Samsung smartphone purchases.
This is alarming, considering that 30% of current Samsung smartphone consumers say that they have owned only Samsung phones. The willingness to try out other brands stems from a basic hygiene factor — safety and security that Samsung has been badly affected on. Amongst current Samsung consumers, 8% stated that they were ready to try a Google Pixel, 30% indicated a preference for the iPhone and a whopping 62% said that they would go for an Android phone other than Samsung.
For the newly launched Google Pixel, the move turns out to be a godsend — virtually eliminating competition from a major market player. Samsung, with its market share of 23% as on Q2 2016, has always been a nemesis for new entrants, especially with its popular Note series. Moreover, Google Pixel does not come equipped with any unique hardware components that can differentiate its offerings to attract Samsung customers.
At this time, the unfortunate incidence of the Note 7 blasts comes as a saviour to Google. According to market positioning, Google Pixel is the perfect competitor to Samsung’s high-end models and scepticism about Samsung safety in the market is sure to give Google a head-start. Some of the key advantages of Pixel over Samsung are Pixel’s better software and faster processor. Pixel is also in tune with the times, with its much-marketed virtual assistant, that is backed by Artificial Intelligence (AI)capabilities.
The smartphone landscape is on a lag with global growth slowing down. This is the time when consumers are expecting the basics, such as, safety, to be absolutely in place. At the same time they expect the latest add-on advanced features, such as, machine intelligence and high level of personalization as well. Google launched Pixel with the aim of providing a superior Android experience. Till date, Samsung has dominated the Android domain, yet Google may just get a great head-start owing to the Samsung hardware fiasco.
Branding Brand periodically conducts these surveys and the current one involved interviews with 1,000 US-based respondents ranging between 18–65 years of age. The survey was conducted with those who currently owned a Samsung smartphone.