Samsung's Galaxy is about to have a generational iPhone problem in South Korea

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Apple's smartphone market share in South Korea isn't as dominant as the company might want, but if Samsung's not careful, the upcoming generation's taste for the iPhone will be a problem.

Samsung, which is based out of South Korea, has long been the dominant presence in that market. On the other side of that coin is Apple, which has slowly grown in the country since it was introduced in 2009 but never commanded a majority market share.

Things started looking somewhat promising around 2013, as Apple managed to eat up 14 percent of the market. But, ultimately, even as the iPhone's popularity has skyrocketed over the years, Samsung has continued its reign of dominance in South Korea.

However, a new poll shows there is hope for the future of Apple in the country. The recent survey of 1,001 people in South Korea by Gallup Korea, published by Korea Herald, shows the younger generation between 18-29 is using the iPhone more than Samsung-branded smartphones.

In that demographic, Apple holds a resounding 60% of the marketshare, compared to Samsung's 32%.

The market turns to Samsung starting in the 30 to 39 age bracket, with Samsung holding on to 56% of the market, as Apple takes in 41%. For folks between 40 and 49, Samsung continues to be the go-to option with 78% of the market, and Apple at 10 percent.

The numbers keep ticking up for both age brackets and Samsung's market share, with 80% of 50 to 59 year olds choosing Samsung, and only 6% opting for Apple. 85% market share goes to the 60 to 69 year olds, and only 4% in the demographic for Apple.

iPhone market share in South Korea, per Gallup Korea

Samsung's numbers only start slipping in the 70+ demographic. It's here that Samsung has just 71% of the market, while Apple is clinging on to 1%. Meanwhile, LG comes out of nowhere and secures 20% of the senior citizen market.

It has been a very slow process, but it appears Apple is starting to make some ground in South Korea. Only time will tell if that trend continues into the future.

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8 Comments

igorsky 756 comments · 9 Years

About 9 months ago

Since Samsung basically is South Korea, there's zero chance that the government allows this to happen

22july2013 3567 comments · 11 Years

Here is the population distribution of South Korea:

0-17: 18%
18-29: 16.5%
30-39: 15%
40-49: 17%
50-59: 16%
60-69: 7.5%
70+: 8%

Two things to note: (1) the two brackets above age 60 represent only 50% of the population share of the other five brackets, which most likely applies to this survey's samples. (2) the survey did not include people under 18, and I'm sure many people under 18 have cell phones, probably in the same ratio as the 18-29 bracket. If you take into account these two facts, Apple's share would most likely be larger than this survey suggests.

BiCC 59 comments · 1 Year

22july2013 said:

Here is the population distribution of South Korea:

0-17: 18%
18-29: 16.5%
30-39: 15%
40-49: 17%
50-59: 16%
60-69: 7.5%
70+: 8%

Two things to note: (1) the two brackets above age 60 represent only 50% of the population share of the other five brackets, which most likely applies to this survey's samples. (2) the survey did not include people under 18, and I'm sure many people under 18 have cell phones, probably in the same ratio as the 18-29 bracket. If you take into account these two facts, Apple's share would most likely be larger than this survey suggests.

Fully agree. You got the nail. Android and iOS are in competition. iOS is superior because it is not Android. Haven't been to South Korea in five years, sit in any park and who holds what phone - count to one hundred. The park we were at was 70 percent iOS to 30 percent Android. We didn't switch around parks, we got hammered.

blastdoor 3302 comments · 15 Years

22july2013 said:

Here is the population distribution of South Korea:

0-17: 18%
18-29: 16.5%
30-39: 15%
40-49: 17%
50-59: 16%
60-69: 7.5%
70+: 8%

Two things to note: (1) the two brackets above age 60 represent only 50% of the population share of the other five brackets, which most likely applies to this survey's samples. (2) the survey did not include people under 18, and I'm sure many people under 18 have cell phones, probably in the same ratio as the 18-29 bracket. If you take into account these two facts, Apple's share would most likely be larger than this survey suggests.

Do you have a link for those numbers? They look possibly out of date to me. South Korea’s population is rapidly aging. If you look here https://en.wikipedia.org/wiki/Demographics_of_South_Korea#CIA_World_Factbook_demographic_statistics you’ll see what I mean.

melgross 33483 comments · 20 Years

LG? I thought LG left the smartphone market worldwide two years ago.

at any rate, it looks good for the future of Apple there. People tend to continue using what they use when younger. So Samsung would be a natural,choice for older people, and the iPhone seems to be taking over for younger people most everywhere, though not necessarily as a majority share. Apple still has a lot of room to grow worldwide. They’re almost nonexistent in some places such as central and South America and Africa. But they need a less expensive model for those places, and some require manufacture to take place there.