How has the Note20 impacted Samsung’s BrandIndex metrics?

Connor IbbetsonData Journalist
August 27, 2020, 3:52 PM UTC

The reveal of the new handset sparked a sharp increase in Buzz score for the brand

On the 5th of August Samsung revealed the much-awaited Note 20 and Note 20 Ultra at a virtual launch event – but with some elements of lockdown still in place, did the reveal get British customers excited?

Looking at BrandIndex metrics for the brand, such as Buzz score (a net measure of whether consumers have heard anything positive or negative about the brand in the last fortnight) shows that the run up to and eventual reveal created a substantial amount of positive Buzz for Samsung. Especially true among Brits in the market for a new handset.

Among Brits who say they are very likely, likely, or somewhat likely to be buying a new smartphone in the next three months, Buzz about Samsung rose from 10.0 on July 31st to 16.3 on August 5th (the day of Samsung’s event) to a peak of 19.3 on August 9th. Among the general population the brand’s Buzz score increased 4.1 points between the end of July and August 9th.

Positive news is one thing, but are Brits eager to get their hands on the devices? YouGov BrandIndex Consideration scores show that there was actually a decline in Consideration score following the launch event. However this could be explained by a wait between the Note 20 reveal and the start of sales, as well as potential customers waiting to see professional reviews of the device before committing.

Since the 14th of August Samsung has seen a steady rise in its Consideration score (whether someone would consider purchasing from the brand in future). Among the general public the brands Consideration has risen from 36.4 on the 14th of August to 45.3 on the 26th, an increase of 8.9 points. Among those likely to make a smartphone purchase the move was similar, from 40.0 to 48.7 points over the same period.

Learn more about YouGov BrandIndex here