Samsung was the largest smartphone brand in the world with a market share of 18.5 percent in Q2 2020. Now, a new report states that most consumers in Britain prefer to buy a Samsung smartphone for their next purchase. The company has been competing with Apple, which is the biggest smartphone brand in Britain.

According to a new report from market analysis firm Counterpoint Research, 82 percent of responders in its survey preferred Samsung for their next smartphone purchase. The South Korean firm was followed by Apple and the Chinese firm Huawei in Britain. In terms of market share, Apple currently dominates the British market with a market share of 50 percent, while Samsung has a 24 percent share of the smartphone market.

Pavel Naiya, a Senior Analyst at Counterpoint Research, said, “Samsung took the lead with its latest stock-keeping units and continuous promotion, whereas prospective iPhone buyers are mostly waiting for its first 5G device. Battery life, price, and build quality are the three most influencing factors for future purchases.”

Samsung recently launched the Galaxy Note 20, Galaxy Note 20 Ultra, and the Galaxy Z Flip 5G in the UK. The company is also planning to launch the Galaxy Z Fold 2 5G in the country sometime next month.