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UK retailers recommend Samsung over Apple

Samsung is go to brand for tech retailers

Samsung Galaxy S3

Retailers in the UK recommend Samsung more than any other brand, including Apple, according to the latest research.

The most recommended smartphones were the Samsung Galaxy S3 and Galaxy Note 2, according to Informa Telecoms and Media. The firm carried out a mystery shopper survey over the Christmas period in eight of the top retailers in the country. See also: Samsung Galaxy S4 release date, specs and rumours

Apple was the second most promoted brand while rivals such as ZTE, Huawei, HTC, Motorola, LG and RIM struggled to get any kind of backing. Both Samsung and Apple were just as likely as each other to have advertising up in retailers' stores.

The research was carried out at John Lewis, Everything Everywhere (EE), O2, Three, Carphone Warehouse, Phones 4 U, Maplins and PC World. Each sales assistant was asked to recommend three smartphones or tablets.

"The mystery shop showed that the most recommended Samsung handsets were the Galaxy SIII and the Galaxy Note II, despite having been on the market longer than the latest handsets from Apple, Nokia and HTC." said Julian Jest, research analyst at Informa.

"However, most surprising was the way that, despite an in-store advertising campaign and recent product launch, Apple was recommended in only two stores, 3 and Phones 4 U, with both recommending the iPhone 5,"

Informa said the Samsung Galaxy smartphones were likely chosen by sales staff as a 'safe bet to earn greater commission'. Microsoft's Windows Phone operating system was not recommended once.

Apple recently announced it sold a record 47.8 million iPhones while Samsung is expected to announce its Galaxy S4 smartphone in the next couple of months.

Follow Chris Martin and @PCAdvisor on Twitter.

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