85% of South Koreans under 30 surveyed bought an Android device as their first phone; 53% of them now use an iPhone
Sure enough, when the survey respondents answered why they purchased an Android device as their first smartphone, the answer checked the most was the one that read, “Recommendation from family or friends.” So why did these youngsters switch from an Android phone to an iPhone? The top two responses were “Performance” (32%) and “Brand image” (31%). The greatest impact on these young Korean consumers was the performance, satisfaction, and expectation with the iPhone’s cameras.
When looking at all age groups in South Korea, more than half of those who switched from iPhone to Android said that they were won over by easy-to-use features such as the Samsung Pay mobile payment feature, and the UI, for the reason they changed platforms. Counterpoint Research says that those two answers were the same reasons cited by iPhone users who were willing to replace their iPhone with an Android device in the future.
Counterpoint suggests that Android manufacturers might find it more effective to focus on user convenience for their television ads.
