A global recall of fire-prone Galaxy Note 7 smartphones did not appear to hurt US consumers' willingness to buy Samsung Electronics phones, a Reuters/Ipsos opinion poll released on Sunday showed.
The survey conducted October 26 to November 9 found that current Samsung smartphone users were as loyal to their brand as Apple Inc iPhone customers. It also found that people who knew about the recall were as interested in Samsung phones as those who did not.
Samsung was plunged into a global scandal after Galaxy Note 7 phones caught fire this year, prompting a worldwide recall. Some customers reported fixed phones overheated, leading Samsung to take back replacements as well. Investors expected Samsung customers would turn to alternatives, chiefly Apple's iPhone 7.
Among those aware of the recall, 27 percent would first consider a Samsung smartphone if they were to shop for a phone, the poll showed. Among those who did not know about the recall, 25 percent would look first at a Samsung device.
The poll found that Samsung's customers were fiercely loyal to their brand. Some 91 percent of current Samsung users would likely purchase another Samsung smartphone, and 92 percent of current users would probably buy another Samsung product in general.
That was similar to the brand loyalty among current iPhone owners: 92 percent would likely buy another iPhone and 89 percent would likely buy another Apple product.
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