Samsung beats Nokia in some emerging markets, says survey

by: Bams SadewoMarch 30, 2013

Samsung Logo aa 600px 2

In a report released by Gartner last month, Nokia was trailing Samsung in the overall worldwide mobile phone sales chart in 2012, a testament to the former’s sales power – particularly for “dumb” phones – in emerging markets.

But Nokia will want to heed the finding of the latest “Mobile Trends” survey from marketing firm Upstream, which shows that Samsung is beginning to flex its mobile muscle in several key markets in the developing world.

If price weren’t an issue – 32% of those surveyed in Brazil, India, Saudi Arabia, and Nigeria said that they’d prefer to purchase a handset from Samsung, while Nokia came in second at 22%. Apple and BlackBerry were third and fourth with 21% and 10%, respectively.


Curiously, looking at the individual numbers from each country, Samsung didn’t register at all in the minds of prospective buyers in Nigeria. Nokia was the most preferred brand with 37%, followed by BlackBerry (21%) and Apple (15%).

According to Upstream CEO and founder Marco Veremis, it’s likely that those in Nigeria prefer devices that give them easy access to social networks and the web. And in a market where a steady power supply is still an issue, having a handset with a long battery life – something that’s traditionally associated with Nokia’s offerings – is more preferred.

It’s worth noting that Samsung was the most desired brand in the rest of the surveyed markets.

  • Arsenal™

    Nokia WHO?

    • no rply

      once NOKIA was king. and such word people used for other companies. but time always change………

      • kamloops

        they changed back again. nokia has the best mobile phones with the best screens, recording microphones, camera and software. they are sturdy and reliable with excellent design and a choice of colours.

        • Arsenal™

          nokia deserve where they are now….if they quit their stubbornness and went with android, nokia could have been at the top…..too bad they chose stupid windows

  • blue787

    Where ?

  • ryq24

    Motorola was king before Nokia came in. Now Samsung is king after beating nokia in almost all market! I wonder who will beat Samsung? Lenovo or zte or hwawei?

  • Emma

    Well, I sell phones in the biggest phone market in Nigeria, and I can tell you that this survey doesn’t paint an accurate picture. When it comes to smartphones, Blackberry is the prefered choice by far (at least 60%). Then comes Samsung (mostly cheap models such as the Galaxy Pocket). Nokia accounts for less than 15% of smartphone sales. However, Nokia is still by far the largest oem simply because at least 85% of phones sold are “feature” phones. The only real competition for Nokia is Tecno, and ultra cheap Chinese devices.

  • Federico

    Personalmente a me piace un sacco tutto il mondo Nokia, ammettendo però che i Samsung godono di un bel design e di un buon processore, ma la Nokia mi ha sempre dato un cellulare indistruttibile…e con WP è facile e funzionale allo stesso tempo…W Nokia…

  • WWE7Nations

    According To This Article Saudi Arabia is an emerging market.Get Your Facts Correct As Most Of The People Here Own S3 or iPhone 5.Even My Servent Has iPhone 5.

  • WWE7Nations

    But I Am Having Lumia 920 (Yellow)