The report states that 46% of smartphone users are planning to upgrade their smartphones in the next 12 months. It is 48% in EU5 and 28% in Urban China.”In the US, 40% of consumers planning to change their device prefer Apple, and another 35% prefer Samsung. Then, there is a large gap before we get to Motorola (6% preference) and LG (5%). In the EU5, the leadership position among preferred brands is reversed, with Samsung at 37% and Apple at 29%,” revealedCarolina Milanesi, chief of research at Kantar Worldpanel.

Kantar: Apple with Strong hold on US market, Samsung leading the EU5

The report also purports that the high-end market in EU and US is very saturated with major high-end brands covering the markets. Companies should urge to target feature phone users to make them buy the smartphones they offer to keep up a strong competition.

In US mobile phone penetration has reached 90%, however, the smartphone users are 65%.