Although Samsung has a strong lead in the budget smartphone market in many regions thanks to the Galaxy A series and others, the Korean company is not doing so well in the flagship smartphone niche. Samsung still leads the Android marketflagships, but is clearly inferior to its main competitor to Apple, especially in western countries. This is where Apple has firmly won the sympathy of Generation Z in the premium device segment.
People 1997-2012 births (actually Generation Z, Buzzer) account for 37% of iPhone users in the US, while among Samsung’s flagship users only 10% of people are in this age group. According to Digital Information World, 70% of zoomers surveyed in the US say they will never use an Android smartphone – a big problem for Samsung and Google.
Gen Z representatives are put off by the Android operating system itself and, according to the survey results, do not experience such negative attitudes towards the Samsung brand itself. It seems that many users are strongly influenced by the environment – the social pressure on the younger generation is very high and is even artificially fueled by Apple. For example, it is enough to get the “disconnection” of messages in iMessage in blue and green “bubbles” from chats, or that the AirDrop function is available only for iPhone users. One way or another, the Buzzers have more of an aversion to the OS than the Samsung hardware.
According to some reports, Android unknowingly got compromised, since it is used not only in the flagship, but also in the cheapest Chinese smartphones, and custom and not always unstable shells for the operating system do not contribute to its popularity. And then there is the problem of the lack of updates and support for many versions of the operating system. Additionally, Google and its products are generally not popular with Gen Zers, with 40% preferring to search for content on social media rather than the traditional search engine. In other words, Google doesn’t have a reputation for helping Android in this age group.
According to Sammobile, Samsung and Google don’t seem to have a solution to the problem yet. One would be Samsung’s attempt to distance itself from Android’s reputation and create its own mobile operating system with innovative features and the highest security standards that can compete with iOS on all levels and appeal to a younger audience. In reality, however, this is unlikely, since enormous resources will have to be spent without any guarantees.
More realistic might be an attempt by Samsung and Google to work more closely together than ever to gain market share for Gen Z, perhaps with a major rebrand and new operating system, or a high-end variant of Android under a different name. Such an OS should only be offered for Samsung smartphones, while all others will be able to use the classic Android. Samsung is Apple’s only real competitor in the premium smartphone market. Furthermore, perhaps only Samsung has the chance to create an ecosystem of smartphones, TVs and computers that can be compared to the Apple ecosystem.
One way or another, according to experts, Android doesn’t seem to be able to win the sympathy of an entire generation, since none of the Android smartphones look good enough in the eyes of the mass of young users.