The Samsung Galaxy S5 is still the most popular Samsung-made device in the United States as of February 2017, industry data obtained by Kantar Worldpanel revealed. The consumer insights firm found that Samsung's 2014 smartphone still accounts for more than 15 percent of the company's install base in the country, with the Galaxy S7 placing second and boasting an 11.5-percent share of the thereof. Those two models were followed by the Galaxy S6 and the Galaxy S7 Edge who account for 11.4 and 5.8 percent of Samsung's U.S. install base, respectively. In the last year, more than one-quarter of U.S. consumers who owned a Samsung smartphone upgraded to a new handset made by the company, latest industry data reveals. Over half of those people upgraded to the Galaxy S7 and the Galaxy S7 Edge, meaning around 14 percent of Samsung's existing customers in the country are unlikely to purchase the upcoming Galaxy S8 and the Galaxy S8 Plus at launch, Kantar speculates.
The company's report also reflects the huge diversity of products that Samsung is offering in the U.S. seeing how almost half of Samsung's customers in the country who recently purchased a new Galaxy phone opted for one of 48 different models. While entry-level and mid-range devices are characterized by significantly thinner profit margins than flagship handsets, there's still a lot of strength in numbers and Samsung is seemingly aware of that fact seeing how the company is adamant to keep its product lineup as varied as possible. Ultimately, the Seoul-based consumer electronics manufacturer is putting a larger focus on keeping consumers withing its product ecosystem than on trying to convince them to purchase the most expensive Galaxy-branded devices, despite the fact that Samsung's marketing spending recently reached a historic high and most of its promotional efforts are aimed at its premium products.
Regardless, the company recently introduced a wide variety of new devices, including several variants of the Galaxy Tab S3, a revised version of the Gear VR headset, and a new smartphone lineup, all of which are meant to provide consumers with more choice than ever, as long as their choice is to continue purchasing Samsung products. This approach is how Samsung intends to continue growing in the increasingly saturated consumer electronics market, though it remains to be seen whether its current strategy proves to be effective in the long term.