According to new information provided by Kantar Worldpanel ComTech, Samsung’s current flagship devices -- the Galaxy S7 and the Galaxy S7 Edge -- were able to capture 5.8 percent of all smartphone sales in the United States mobile market during the first quarter of this year. The market research firm further noted that the new Galaxy S7 handsets were the fifth best selling handset during the first three months of 2016, which is quite remarkable considering that they were only made available in store shelves during the last few weeks of March. Moreover, the Galaxy S7’s 5.8 percent market share is certainly a very significant improvement over the 3.2 percent market share managed by its predecessor, the Galaxy S6, when it was launched back in April of last year.
Kantar’s latest survey also offered some insights into the priorities of those who bought Samsung’s latest smartphone offerings. According to Kantar’s data, battery life was the topmost priority for Galaxy S7 buyers, with more than half (53.5 percent, to be exact) of those surveyed saying they valued battery performance most. Almost 51 percent of buyers also stated that the quality of the smartphone’s camera was a key factor -- this is notably higher than the 33.5 percent of overall smartphone purchases for the period -- and 36.5 percent cited the Galaxy S7’s memory capacity compared to 17.8 percent of all buyers.
It appears that Samsung’s aggressive efforts in promoting its latest flagship devices have paid off handsomely. Nearly 40 percent of buyers of both Galaxy S7 models were influenced by an exclusive handset special deal or offer, 12.2 percent were influenced by a free or discounted price, 11 percent by a trade in deal, and 10.3 percent by free or discounted accessories.
As far as promoted products go, the Galaxy S7 and the Galaxy S7 Edge were certainly two of the most aggressively pushed handsets in recent history. For instance, the Galaxy S7 was promoted together with a free Gear VR headset (plus half a dozen virtual reality games. A couple of major US wireless carriers (AT&T and T-Mobile) offered separate buy one, get one deals for the flagship devices. At Best Buy, buying a Galaxy S7 means also getting a Gear VR as well as a 64 gigabyte SIM card. At Costco, Galaxy S7 buyers were also offered a 32 inch Samsung HD TV.
Because of Samsung’s aggressive promotional efforts, Kantar is now expecting the Galaxy S7 to become the best selling handset in the US market during the second quarter of 2016. Notably, this feat is something that last year’s Galaxy S6 never got to accomplish.
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