What makes British Samsung Galaxy owners different from other smartphone owners?

Samsung is rivalled only by Apple as the world – and Britain’s – most popular smartphone maker. But just who uses their handsets, and what sets them apart from users of other devices? 

Let’s use YouGov Profiles data and BrandIndex Current Customer data in tandem to explore the constellation of Samsung Galaxy users in Great Britain.

Samsung Galaxy users are a little older and a little more male than mobile phone users on average

Looking at the basics first, our database shows that British Galaxy owners tend to belong to older age groups. Just 26% are 18-34 compared to 32% of mobile phone owners in general, 38% vs. 39% are 35-54, and 37% vs 29% are over 55. 

There’s a slightly male skew to their user base as well. Some 58% of Samsung Galaxy owners are men, next to 42% who are women. In general, 55% of mobile phone owners are men next to 45% who are women. 

Checking out attitudes towards mobile phones specifically, Galaxy owners are less likely to be bothered about bells, whistles and other flashy features. Perhaps reflecting an older and less technologically engaged age profile, some 39% say that 5G, for example, improves their digital experience; by contrast, 53% of mobile phone owners in general say the same. 

Looking at AI, 54% of Galaxy owners think it will be useful on a day to day basis in the future next to 64% of the mobile phone owning population. This may be particularly striking given that smartphone companies – including Samsung – have rolled out AI features in their devices already, and are actively using it as part of their marketing. 

Retaining existing Galaxy customers, then, may be a matter of focusing on practical functionality – and attracting new Galaxy customers may involve communicating these technological benefits in a different way. We also know they aren’t keen to follow the herd: 82% don’t like to be told what to do next to 72% of the phone owning public. 

A little later on, we’ll focus on the attitudes these independently minded Galaxy owners have towards advertising. For now, if they aren’t too keen on AI or 5G as smartphone features, which features do matter the most to them? 

Galaxy owners care the most about battery life, camera quality, and charging time 

YouGov Profiles allows us to explore the features and functions that really matter to Samsung Galaxy owners. Number one with a bullet: battery life (77%). This is nearly the same proportion as the phone-owning public in general. There is, however, a greater disparity when it comes to option 2, camera quality: it’s important to 59% of Galaxy owners and just 46% of phone owners in general. 

So for future versions of the device, Samsung may wish to highlight any camera improvements they have made over previous iterations of the Galaxy phone. Similarly: charging time. Some 49% of Galaxy owners say it is important to them next to 34% of the phone-owning public. There are also notable gaps in the importance of screen resolution (SG owners: 38%, smartphone owners: 31%), waterproofing (29% vs. 24%), and ability to customise and personalise (20% vs. 15%). 

This may reflect a difference in the general style of Galaxy owners compared to owners of other phones: where other manufacturers wish to lock users into an ecosystem and offer customisation within strictly defined parameters, Samsung’s handset audience might be looking for something more practical and personal in their devices. 

Samsung Galaxy owners are less likely to notice and enjoy advertising 

YouGov Profiles data also reveals a conundrum for the Galaxy’s marketers. How do you reach an audience that might not be all too keen for you to reach them? 

Looking at attitudes to advertising, 71% say they feel bombarded by it compared to 65% of the general phone owning public. They’re also less likely to say they want adverts to entertain them (46% vs. 56%), or that they talk to friends/family about advertisements. 

This group are half as likely to say they enjoy ads on TV (17% vs. 35%). Galaxy owners are also far less likely to notice marketing when they see it out in the wild. Some 40% say they notice it on the sides of buses (vs. 51%), 32% say they notice ads at train stations (vs. 40%), and fewer still notice ads at bus stops (30% vs. 41%), at the airport (30% vs. 38%) or on the sides of taxis (21% vs. 29%). If they’re watching a sporting event, they’re less likely to pick up on sponsors too (26% vs. 35%). 

And while they might be more likely to enjoy personalisation when it comes to handsets, this doesn’t extend to advertising: just 29% say they are more likely to engage with ads that are tailored to them, next to 35% of the phone owning public. 

There is evidence that Galaxy owners are more discerning. Some 88% say they never make a big purchase without being well informed (next to 83% of the phone owning public), and just 14% say they would buy the best known brand (vs. 23% of the public). So Galaxy owners may be an audience that may be more likely to do its own research – and less likely to trust what marketers put in front of them.

How, then, to get through to these consumers – or other consumers, who might not see themselves as Galaxy owners? 

YouGov Profiles and BrandIndex can provide more insight. 

Methodology

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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