Samsung Tightens Grip on Home Turf
Samsung Electronics has cemented its dominance in the South Korean smartphone market. New data from Gallup Korea shows 81% of domestic users now primarily utilize the Galaxy brand, a sharp climb from the share recorded just one year ago. Meanwhile, Apple’s iPhone usage has retreated, slipping to 19% from a previous share.
Generational Gains Across the Board
The gap between the two tech giants is widening across nearly every age bracket. In the 2024 Gallup Korea survey, users aged 40 to 49 showed a fierce preference for Samsung, with 84% identifying as Galaxy users—a dramatic jump from 67% the year prior. Growth was equally visible elsewhere: 30-year-olds moved from 53% to 62%, and the 50-year-old cohort hit a commanding 97%, up from 89%.
Even among the 20-to-29 demographic, a group historically loyal to Apple, the tide is turning. Samsung’s usage rate in this cohort rose to 47%, pushing Apple’s share down to 53%. Today, the only group where the iPhone remains the majority choice is women in their teens and twenties.
Foldables and AI Fuel the Surge
Analysts point to two primary drivers: the competitive performance of Samsung’s foldable smartphone lineup and the integration of advanced artificial intelligence features into the Galaxy ecosystem. These developments have clearly resonated with local consumers. The survey reveals that 78% of respondents intend to stick with or switch to Galaxy for their next handset purchase.
A Note on Methodology
Readers should note a shift in how this data was gathered. Gallup Korea transitioned from a telephone-based survey format in the previous year to in-person interviews for the 2024 study. This fundamental change in data collection techniques may contribute to the variance in the reported figures.
Gender Divides in Brand Loyalty
The survey reveals a persistent divide in preference based on gender. Currently, 84% of male smartphone users in South Korea operate a Galaxy device, compared to just 16% for the iPhone. Among female users, the split is 78% for Samsung and 22% for Apple.
Despite the broader Galaxy expansion, Apple maintains a strong foothold among younger female users. Specifically, 67% of women in their twenties report using an iPhone. Outside of that specific demographic and female teenagers, Samsung now holds a majority market share across every analyzed age and gender group.
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