Samsung and Nokia race ahead of Apple in emerging markets

Apple handsets not quite so desirable outside of the western world.
A new report from marketing technology firm Upstream has revealed that Apple handsets have slumped to third place in the popularity stakes in the world’s emerging markets, with Samsung and Nokia racing ahead of the pack.
Following last night’s launch of the Samsung Galaxy S 4, Apple could well be in for a scrap on its own turf if it hopes to maintain its current market share. However, in the world’s emerging markets, it already appears to have lost its battle with Samsung, allowing Nokia to capitalise and make its presence felt as the main contender to the Korean manufacturer in these regions.
Upstream’s 2013 Emerging Markets Mobile Attitudes Report, which commissioned YouGov and Vanson Bourne to poll the views of a representative sample of 3,670 adults in Brazil, India, Nigeria and Saudi Arabia, showed that Apple (21 per cent) only secures third place on emerging market consumers’ wish lists - behind Samsung (32 per cent) and Nokia (22 per cent).
In spite of its declining status in Western markets over recent years, Nokia has been named the brand most Nigerians would like to own (37 per cent), and second most popular in Brazil after Samsung.
Elsewhere, the report revealed that while an appetite for high-end smartphone devices exists throughout emerging markets - 16 per cent are willing to spend more than $450 on a device –brand desirability cannot guarantee success in these areas. It also found that 27 per cent of consumers with less purchasing power will ultimately bypass their favourite brands and purchase devices with similar functionality, but at a cheaper price.

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