Smartphone brands

Smartphone brands ranked

Samsung Galaxy narrowly beats Apple iPhone in both brand awareness and popularity in the United States. A look at the usage share reveals bigger differences though. Here, the iPhone is clearly ahead of Samsung's Galaxy smartphones. Competitors like Google Pixel, LG, and Motorola follow with some distance in most of our brand KPI rankings, while Nothing proves to be a hidden champion with impressive usage share, despite a comparatively low brand awareness.

Insights

Samsung Galaxy and Apple iPhone dominate in brand awareness
Samsung Galaxy is more popular than Apple iPhone
Nothing beats Google Pixel in usage share

Brand awareness

The race for awareness is a close one between Galaxy and iPhone

With awareness rates over 90 percent, Samsung Galaxy and Apple iPhone are the most recognized smartphone brands in the market. LG, Sony, and Motorola are closely trailing. Brands like Google Pixel and Nokia also have a strong presence, with over 80 percent brand recognition. However, there is a significant drop in brand awareness when it comes to HTC, Huawei, and ZTE. Brands such as OnePlus, Xiaomi/Mi, Honor, and Nothing fall under 30 percent, indicating a need for more visibility in the market.

Brand popularity

Samsung Galaxy is more popular than Apple iPhone

Samsung Galaxy is the most popular smartphone brand in the U.S, followed by Apple iPhone at short distance. Google Pixel and LG trail behind as the next preferred brands, while Motorola isn't far off. Meanwhile, brands like Huawei, ZTE, Tecno, and Teracube currently have the lowest popularity among consumers who know the respective brand.

Brand ownership

The iPhone owns the smartphone ownership ranking

The smartphone brand ownership ranking is dominated by Apple's iPhone, with almost 50 percent ownership share among consumers who are aware of the brand. Samsung Galaxy is the second most commonly owned brand at 42 percent. Motorola and Honor follow with similar ownership shares. The rest of the ranking is populated by several brands, including big players like Google Pixel and LG. Interestingly, the ownership share among consumers who know the respective brand is the same for LG and Nothing, despite their brand awareness differing by 76 percent.

Published October 24, 2023

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