Esato

Forum > Manufacturer Discussion > Samsung > Samsung, The True Ruler of the Android Kingdom

Author Samsung, The True Ruler of the Android Kingdom
Tsepz_GP
Apple iPhone 6 Plus
Joined: Dec 27, 2006
Posts: > 500
From: Johannesburg, South Africa
PM
Posted: 2013-08-20 18:40
Reply with quoteEdit/Delete This PostPrint this post
Android has been a hot topic lately, with some arguing that it may become a unilateral smartphone superpower and others arguing that it has already peaked in the US market. A lot of this conversation seems to assume that Android’s (and by extension, Google’s) gain is Apple’s loss and vice-versa. We believe that the situation is more complex than that.

Two facts about Android are now well established: 1) Android smartphones now dominate many markets in terms of device shipments, but 2) The market for Android devices is famously fragmented. What’s less well-established is how and when all of those Android devices are being used and the implications of that for participants in the Android ecosystem and beyond. Those are the topics that we tackle in this post with a particular focus on Samsung devices and how their owners compare to users of other Android devices.

Smartphones Dominate On Android
This posts builds on a previous one we did exploring how people use iOS smartphones and tablets. As we will show, there are many similarities in usage patterns across the two operating systems, but one big difference is the overall breakdown between smartphones and tablets. In this May sample of 45,340 Android devices (of the 576 million Flurry measures), 88% were phones and 12% were tablets. The share of devices represented by smartphones is significantly greater than in our iOS sample, in which 72% of devices were phones. The emphasis on phones over tablets was even greater among Samsung devices in our sample: 91% were smartphones and 9% were tablets.


As in our previous post, we started our analysis by considering how the smartphone versus tablet distribution varies by psychographic segment. These are Personas, developed by Flurry, in which device users are assigned to segments based on their app usage. An individual person may be in more than one Persona because they over-index on a variety of types of apps. Those who own more than one device may not be assigned to the same Personas on all of their devices because their app usage patterns may not be the same across devices.

The Personas shown above the “Everyone” bar in the graph below skew more toward phones than the general population of Android device owners, while the Personas shown below the “Everyone” bar skew more toward tablets. (Android device ownership patterns for Personas not shown are not statistically different from those shown for “Everyone.”) In general, these follow a similar pattern to the one we saw for iOS. On-the-move type Personas, including Avid Runners, skew toward phones and more home-bound personas, such as Pet Owners, skew more toward tablets.



Within that broader pattern, there were differences based on the particular Android smartphone or tablet that a person owns. Samsung is the dominant manufacturer of Android devices. Its phones represented 59% of the phones in our overall sample of Android phones, and its tablets represented 42% of the tablets in our sample. Both its products and its promotion suggest that Samsung attempts to differentiate itself from other devices that share the Android operating system, and those differences were reflected in persona memberships.

Samsung Is Building A Unique and Attractive Audience
Owners of Samsung devices were disproportionately likely to be in many personas, including some of those most sought-after by advertisers (e.g., Business Travelers and Moms). Since Persona memberships are based on over-indexing for time spent in particular types of apps, this suggests that Samsung device owners are generally more enthusiastic app users than owners of other brands of Android smartphones and tablets.



Overall, owners of Android tablets spent 64% more time using apps than owners of Android smartphones. This ratio varied by category, as shown in the chart below. For example, owners of Android smartphones spent more than five times as much time, on average, in Business apps as owners of Android tablets. Sports and Photography were other categories that heavily favored phones. As with iOS, Education and Games skewed more toward tablets. (Average time spent using app categories not shown does not differ in a statistically significant way between Android smartphones and tablets.)



Once again there was variation by manufacturer. Overall, owners of Samsung phones spent 14% more time using apps than owners of other Android phones and owners of Samsung tablets spent 10% more time using apps than owners of other Android tablets. The particular categories of apps where time spent was greater for Samsung phones were News Magazines, Tools, Health and Fitness, Photography, and Education. Owners of Samsung tablets spent more time than owners of other Android tablets in Communication (e.g., voice over IP and texting) apps.

Android app use peaks between 8 and 11 pm. Comparing the two types of Android devices, a greater share of tablet use takes place from 3pm until 11 pm and a greater share of phone use takes place from 11 am to 3 pm and overnight. While the overall amount of time spent on Samsung devices is greater than for other Android smartphones and tablets, the overall time distribution throughout the day is similar.


Can Samsung Compete At Both Ends Of The Market?
As this and our previous post have shown, while smartphones capture more time in specific app categories, such as Navigation and Photography, those tend to be categories of apps used in short bursts. Tablets are favored for longer-duration app categories, such as Games and Education, and so, on average, tablet users spend more total time using apps than smartphone users. That makes tablets particularly interesting to content creators and to advertisers.

Samsung is the dominant manufacturer of Android devices. As shown in this post, it is attracting a unique audience relative to other Android devices. Owners of Samsung devices spend more time in apps than owners of other Android devices, and they are also disproportionately likely to be members of psychographic segments (Personas) that are attractive to advertisers. In those respects, they are more similar to owners of iOS devices than owners of other Android devices are.

But compared to iOS, a smaller share of Android devices are tablets, and that percentage is even smaller for Samsung devices than for Android as a whole. So the question is: will Samsung make as big of an impact in the tablet market as it has in the smartphone market?

In some ways, this comes down to a question of how it will balance its resources between two different types of markets: relatively more affluent countries that were early adopters of connected devices so new growth is now coming mainly from tablet adoption versus less affluent countries where smartphone penetration is still relatively low, but growing quickly.

A focus on tablets could enable Samsung to better develop more of a true ecosystem of its own (especially considering that they can include connected TVs as part of that) and the higher profits that go with that. Riding the wave of global smartphone growth is more of a high volume / low margin strategy. Of course, they could try to compete at both ends of the market, but each individually may require a lot of resources because of Apple’s (and to a lesser extent, Amazon’s) strength in the tablet market and the number of hungry competitors anxious to grow along with the Android smartphone market. If they can do both, they will rule the Android Kingdom, and Samsung, rather than Google, will pose the greater threat to Apple.

Flurry
Phone: iPhone 11 Pro Max Midnight Green 256GB
Tablet: iPad Pro 11” 2020 Space Gray 256GB
Watch: Series 3 Nike Edition Space Gray
Droid: Huawei P40 Pro 5G 256GB
tranced
LG Nexus 4
Joined: Jan 19, 2006
Posts: > 500
From: Santo Domingo, wonDeRland
PM
Posted: 2013-08-20 19:00
Reply with quoteEdit/Delete This PostPrint this post
I even got Samsung. Recently got a Galaxy Nexus for the wife and there is one coming to me. Currently owning a Nexus S. After disappeared, I had to make a choice.

Their marketing strategies are working indeed. They know what their customers like.
I jay0726 | (+3, 0) | Clara, Evita, Mimmi & Victoria | My Pics | Do your job!
etaab
Nokia N8
Joined: Jan 23, 2004
Posts: > 500
From: UK - South Yorkshire
PM
Posted: 2013-08-20 22:46
Reply with quoteEdit/Delete This PostPrint this post
Cue the army of Samsung haters any second..
Check me out on Instagram ! search for etaab !
Bonovox
LG G4
Joined: Apr 13, 2008
Posts: > 500
PM
Posted: 2013-08-21 00:26
Reply with quoteEdit/Delete This PostPrint this post
That's where HTC didn't have any clout on marketing like Samsung can
Phone?? What phone??
titus1
C901 Black
Joined: Jul 27, 2008
Posts: > 500
From: here
PM, WWW
Posted: 2013-08-21 08:20
Reply with quoteEdit/Delete This PostPrint this post
Does he actually works for Samsung?

I've never seen an individual who's so "attached" with a particular brand.
Wishes Samsung rewarded you with something
Gitaroo
Model not set
Joined: Aug 17, 2013
Posts: > 500
PM
Posted: 2013-08-21 08:46
Reply with quoteEdit/Delete This PostPrint this post
not surprise, they got some devices in every category, low/high end phones and tablets etc. And probably multi times the marketing budget than most competitors. I even got a S3 myself, but I can only say it will be the last sammy device I will ever own.
Away
LG Nexus 4
Joined: Oct 15, 2012
Posts: > 500
PM
Posted: 2013-08-21 12:59
Reply with quoteEdit/Delete This PostPrint this post
Only Samsung fans would get excited over results extrapolated in such a manner. Less than 0.0001% of phones and the excitement level is...
Tsepz_GP
Apple iPhone 6 Plus
Joined: Dec 27, 2006
Posts: > 500
From: Johannesburg, South Africa
PM
Posted: 2013-08-21 13:31
Reply with quoteEdit/Delete This PostPrint this post

On 2013-08-20 19:00:48, tranced wrote:
I even got Samsung. Recently got a Galaxy Nexus for the wife and there is one coming to me. Currently owning a Nexus S. After disappeared, I had to make a choice.

Their marketing strategies are working indeed. They know what their customers like.



Congrats to you and the wife. Has the Galaxy Nexus received 4.3 already? You are doing the Nexus S camera a lot of justice with the pics you take with it by the way, I'm assuming the pics on Instagram are taken by your Nexus S?

Bono
Yeah, to think though, Htc once ruled Android and Windows Phone, hopefully they can produce a great successor to the Htc One which has many raving about it.

Etaab

Topics like this are always a hard pill for them to swallow, gets them very bitter as you can see.
[ This Message was edited by: Tsepz_GP on 2013-08-21 12:32 ]
Phone: iPhone 11 Pro Max Midnight Green 256GB
Tablet: iPad Pro 11” 2020 Space Gray 256GB
Watch: Series 3 Nike Edition Space Gray
Droid: Huawei P40 Pro 5G 256GB
Miss UK
Apple Iphone 5
Joined: Jan 11, 2003
Posts: > 500
PM
Posted: 2013-08-22 02:36
Reply with quoteEdit/Delete This PostPrint this post

On 2013-08-21 08:46:35, Gitaroo wrote:
not surprise, they got some devices in every category, low/high end phones and tablets etc. And probably multi times the marketing budget than most competitors. I even got a S3 myself, but I can only say it will be the last sammy device I will ever own.


An "Apple" a day keeps the Doctor at Bay!
Bonovox
LG G4
Joined: Apr 13, 2008
Posts: > 500
PM
Posted: 2013-08-22 03:40
Reply with quoteEdit/Delete This PostPrint this post
Samsung having a phone in every category,price and size. And now they are making the old clamshell type as an Android phone
Phone?? What phone??
titus1
C901 Black
Joined: Jul 27, 2008
Posts: > 500
From: here
PM, WWW
Posted: 2013-08-24 03:53
Reply with quoteEdit/Delete This PostPrint this post

On 2013-08-22 03:40:00, Bonovox wrote:
Samsung having a phone in every category,price and size. And now they are making the old clamshell type as an Android phone



They oversaturates the Market. Much redundancy.
Tsepz_GP
Apple iPhone 6 Plus
Joined: Dec 27, 2006
Posts: > 500
From: Johannesburg, South Africa
PM
Posted: 2013-08-24 10:33
Reply with quoteEdit/Delete This PostPrint this post

On 2013-08-22 03:40:00, Bonovox wrote:
Samsung having a phone in every category,price and size. And now they are making the old clamshell type as an Android phone



Yep.

The good thing for them is that they make so many of their own parts that they can afford to the flood market the way they do to see what will stick, in turn, this does help the other OEMs who can't afford to do the same to get an idea of what to produce, just look at all of them making phablets now thanks to the Galaxy Note. If the flip phone works out we may just see others going into that.

What I like in Samsung's strategy is that they have two to three solid 'Halo' devices each year, Galaxy Sx Galaxy Sx Mini and Galaxy Notex, those seem to be their bread and butter, then they can make whatever else to test the market. The Mega, Zoom, Active and Gear brands if successful may also stick, so over time we may see them cool down and making less devices, focussing on what worked.
Phone: iPhone 11 Pro Max Midnight Green 256GB
Tablet: iPad Pro 11” 2020 Space Gray 256GB
Watch: Series 3 Nike Edition Space Gray
Droid: Huawei P40 Pro 5G 256GB
Access the forum with a mobile phone via esato.mobi