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Samsung beats Apple and Sony to Preferred Brand Leadership in Sky Households

by User Not Found | May 15, 2012

Samsung’s continued growth as a leading technology brand is highlighted in our latest ConsumerMetrix Bulletin, which finds that Samsung is the most preferred technology brand amongst Sky households in the UK. 51% of Sky customers say they would definitely or probably buy a Samsung-branded technology product, compared to 46% for Sony or SonyEricsson, and 42% for Apple. CMOs at Motorola and Lenovo had better look away now: their brands are preferred by only 15% and 7% of Sky customers respectively.


Sky has a higher-than-average income profile in the UK, so that’s even better news for brands targeting Sky customers. Sky’s penetration of £60k+ annual income households is now nearly 50%. And Sky households also own more of virtually every technology product included in our ConsumerMetrix survey.


ConsumerMetrix also shows that Sky has worked hard to improve its customer satisfaction ratings over the past year. After they dipped in 2011, there was a recovery on most metrics in Q1 2012. So in spite of the challenging economic background, Sky continues to excel at what it has always done best – focusing on the needs of its customers, albeit at a price: “overall value for money” is once again given the lowest rating by Sky’s customers.


David Mercer

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