British Retailers Recommend Samsung Smartphones Over Apple Devices

Samsung Galaxy S III | Official Website

Samsung Galaxy S III | Official Website

A mystery shopper survey conducted in the United Kingdom revealed that Samsung Galaxy S III is the most recommended smartphone among eight of Britain’s leading electronics retailer. Performed by Informa Telecoms and Media, the survey looked at the smartphone recommendations from sales attendants at John Lewis, Everything Everywhere, O2, 3, Maplins, PC World, Carphone Warehouse, and Phones 4 U.

Samsung Galaxy S III: Most Recommended Smartphone in Britain

The researchers asked sales attendants to recommend three smartphones or tablets among their offerings. Only 3 and Phones 4 U recommended Apple’s iPhone 5, while other manufacturers fared worse. In fact, Motorola and Research In Motion saw very few recommendations. As stated by Julian Jest of Informa:

The mystery shop showed that the most recommended Samsung handsets were the Galaxy S III and the Galaxy Note II, despite having been on the market longer than the latest handsets from Apple, Nokia and HTC. However, most surprising was the way that, despite an in-store advertising campaign and recent product launch, Apple was recommended in only two stores, 3 and Phones 4 U, with both recommending the iPhone 5.

Aside from attendant recommendation, the survey results were also based on the number of devices being advertised in-store or in store windows. As it turned out, Apple and Samsung smartphones were more likely to see window or in-store promotion despite the discrepancy in recommendations.

However, Informa pointed out that the higher rate of Samsung recommendations could partly be a result of individual employee biases. That’s because there’s a possibility of higher commissions on sales of Samsung phones. The South Korean tech giant’s range of smartphone options could also have an effect, as Apple only offers one smartphone model. Additionally, the research firm added that it was “likely that sales assistants see the Samsung devices as a safe bet to earn greater commissions.”

Quarterly Earnings from Samsung and Apple

Last week, both Samsung and Apple reported their respective quarterly earnings. The Korean tech company saw an increase in profits by 76 percent, which is most likely a result of strong Galaxy smartphone sales. However, they noted that sales growth could slow down in the west this year. They are also expected to launch a new flagship model, dubbed as Galaxy S IV, at an event in Monaco this February.

Meanwhile, Apple saw $50 billion wiped off its value after a weaker-than-expected iPhone sales. The Cupertino-based company sold 47.8 million iPhones during the last quarter of 2012, although The Wall Street Journal expected higher sales.

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