Survey Shows Samsung Needs To Cross-Promote

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Boston – A Strategy Analytics ConsumerMetrix consumer survey conducted in the U.S. and Europe last March found that Samsung may be missing an opportunity by not better cross-promoting its smartphones and TVs.

The market research firm’s report, entitled “Samsung Customer Profile: Identifying Cross-Marketing Opportunities,” shows existing owners of Samsung mobile phones are three times more likely to choose a Samsung phone than an Apple iPhone when they next buy a phone, but owners of Samsung TVs are slightly more likely to buy an iPhone than a Samsung phone.

The study canvassed more than 6,000 consumers in the U.S. and Europe in March 2012.

“Samsung has clearly built excellent loyalty ratings with its existing phone customers,” stated David Mercer, Strategy Analytics principal analyst. “But the company does not appear to be as good as it could be at promoting its mobile phones to its TV customers. This would be appear to be a relatively simple opportunity to build market share and resist the threat of the iPhone, which many Samsung TV owners are considering purchasing.”

Forty percent of homes now own at least one Samsung product (TV, phone or PC), but more than three-quarters of those homes only own one Samsung product, according to the report.

“This is further evidence that Samsung has opportunities to increase share by marketing other products to existing customers,” according to the research firm.


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