The Favorite Mobile Brands
of Consumers in Emerging
Markets
Ayaz Nanji
Consumers in emerging markets prefer mobile devices made by Apple and Samsung, according to the results of a recent
survey conducted by Upstream and Ovum.
The poll of 4,504 mobile consumers in Brazil, China, India, Vietnam, and Nigeria found that 32% of respondents would ideally
like their next device to come from Apple and 29% would prefer it be made by Samsung.
Nokia is the third most-favored brand (13% of respondents), followed far behind by HTC (5.4%), BlackBerry (4.3%), Sony
Ericsson (4%), and LG (3.8%).
Manufacturer preference varies significantly by country, age, and gender:
• Apple’s lead is higher than average in the 16-34 age segment across all markets (36% of respondents favor), as well as
with females (34%) and in China (41%).
• Samsung fares better in the 45+ age segment (36%), as well as in Brazil and India (36% of respondents