[THE INVESTOR] Samsung Electronics’ flagship smartphone Galaxy S7 has managed to outsell Apple’s iPhone 6S in the US for the first time.

According to market research firm Kantar Worldpanel, 16 percent of American consumers purchased Galaxy S7 or S7 Edge for the three-month period ending in May, while 14.6 percent chose an iPhone 6S or 6S Plus during the same period. 

Even though the Samsung phones are newer handsets by half a year, Apple’s iPhones have been defeating the Korean rival on its home turf.

With the new iPhone coming only in September, Kantar predicted more declines in the iPhone share in the meantime.

In the overall US market, Kantar found, Samsung had the biggest share with 37 percent to Apple’s 29 percent. Apple still boasts a higher loyalty rating, with 88 percent of current customers intending to stay loyal. But the figure for Samsung is almost equal at 86 percent. 

"When we look at where these brand purchases are coming from, just 5 percent of Samsung purchases came from people moving away from Apple, while 14 percent of Apple buyers came from those switching from Samsung," said Lauren Guenveur, consumer insight director for Kantar Worldpanel. 

“The majority of sales were from customers repurchasing and upgrading within their preferred brand. Among those intending to change devices in the next year, 88% of current Apple users and 86% of current Samsung users intend to stay loyal.”

By Lee Ji-yoon (jylee@heraldcorp.com)