93 per cent of people in Switzerland own a smartphone, with a clear preference for an Apple or Samsung. The two premium manufacturers currently dominate the market, accounting for an 80% share between them. These were the results of our representative survey.
Four out of five mobile phones in Switzerland are made by the two tech giants Apple and Samsung, with competitor models lagging way behind the two front runners. Third to fifth places are occupied by Chinese newcome Huawei and established brands Sony and Nokia.
“While Switzerland has always had a high number of iPhone users, Samsung has been able to cement its reputation as a premium vendor and dominate the Android sector of the market with its Galaxy S models,” says Jean-Claude Frick, digital expert at comparis.ch.
iPhone 7 and Galaxy S7 top the device tables
Apple and Samsung devices completely dominate the top ten in the ranking of most used smartphones.
The iPhone 7 (and 7 Plus) and the Samsung Galaxy S7 (and S7 Edge) occupy the top two spots with 12 and 11 per cent respectively. They are followed in third and fourth place by the iPhone 6 (and 6 Plus) and the iPhone 6s (and 6s Plus), with 10 and 9 percent respectively. The three-year-old Samsung Galaxy S5 is still being used by as many as 6 per cent of survey respondents.
It’s important to note here that the latest smartphones, iPhone 8 (8 Plus) and iPhone X, could not be included in the survey as they were not yet available when it was conducted.
The fact that older iPhone models are still in use is a testament to the longevity of the mobile operating system. Apple still keeps them all up-to-date with the latest software, allowing these users to benefit from new functions as well.
“The strong performance of the Galaxy S7 shows that last year's top model can still be a good choice, as key new features are no longer being developed on a yearly basis,” say Frick.
So it’s no surprise that the majority of mobile phone users keep this device for one to two years. However, this is also down to the two-year phone contracts currently favoured by telecom providers.
Survey respondents aged over 55 keep their mobile phone significantly longer than younger people – at least three years on average.
“With its iPhone X, Apple is currently commanding a premium price of well over 1,000 francs, while Samsung is trying to reinstill confidence in its Galaxy Note brand,” adds Jean-Claude Frick. “Of course, this won't alter the fundamental balance of power, but we’ll have to wait and see whether these four-figure mobile phone prices don't tempt some customers to cast an eye in the direction of newcomers like Huawei or another alternative.”
Method: The survey was carried out in October 2017 by market research institute Innofact on behalf of comparis.ch. Involving 1,036 respondents aged between 18 and 74 in all regions of Switzerland, the survey is representative for people living in Switzerland.