04 Audience

Audience and passions

Who Samsung's target audiences are and what they care about, read from GWI for six audience cuts in ten markets. Pick a market and an audience. Every chart below updates.

Market

Audience

MX teens 16 to 17: GWI floor is 16. Thin in Korea and Brazil. China is about 41% of the combined base. Use the switch to see the view without it.

What the data shows

166

Highest index, Gaming

50% of MX teens 16 to 17 in all ten markets name gaming as an interest, 1.7 times the rate of all adults.

So whatOf the passions held by at least 15% of the group, this is the one where it differs most from the average adult.

61%

Widest reach, Music

Music reaches the most people in the group, about 15.0M, at index 119.

So whatThis passion reaches the most people and still sits above the adult average.

Passions at index 120 or more

Gaming, Esports, Fine art, Board games and 1 more.

So whatThese are the passions where this group over-indexes most against the average adult.

138 to 190

Gaming index by market

Highest in UK at 190, lowest in Thailand at 138.

So whatThe same passion reads differently by market, so the market heatmap below matters for any country plan.

4.1Passion map

Each bubble is a passion. Further right means more of the audience has it. Higher up means the audience over-indexes against all adults in the same market. Top right holds passions that are both common in the group and distinctive to it.

SportsMusic and entertainmentArts and cultureGaming and esportsFashionSocial impactOtherBubble size is people reached. Dashed means inferred or proxy.

GWI Core, Q1 2023 to Q1 2025. Vertical line is the median share across passions. Horizontal line is index 100, the adult average.

4.2Passions by market, Teens 16-17

Index for the same audience in every market. Blue is above the adult average, orange is below. Click a row for the detail.

Passion	All 10	USA	Brazil *	UK	Germany	France	China	India	Australia *	Thailand	Korea *
Gaming	166	172	141	190	149	164	187	148	165	138	176
Esports	151	157	141	204	193	227	175	126	159	163	219
Fine art	131	146	123	125	143	103	153	97	120	134	162
Board games	128	120	128	110	91	106	123	139	115	170	263
Dance	126	136	127	103	155	129	142	106	117	157	182
Music	119	117	107	111	114	118	138	106	104	111	128
Fashion	109	133	106	149	134	144	100	96	136	136	113
Cricket	108	65	251	65	97	137	38	98	59	51
Beauty / cosmetics	103	123	87	126	126	121	116	81	117	115	115
Live events	102	92	78	94	83	111	110	105	93	114	123
Outdoor activities	102	104	103	102	81	87	87	133	94	81	75
Fitness & exercise	99	112	109	107	99	126	82	112	107	92	97
Basketball	98	85	100	157	141	145	102	92	122	122	128
Gym Workout / Exercise	98	122	92	144	106	170	48	123	123	94	79
Martial Arts	98	96	103	167	146	155	77	113	109	99	110
Winter sports	98	90	56	74	89	100	112	92	85	99	105
Films / cinema	95	104	93	103	109	98	96	96	90	103	80
Celebrity news / gossip	94	95	83	118	77	112	109	77	106	83	82
Theater	94	101	89	62	94	104	94	87	94	166	96
Museums / galleries	93	77	104	55	78	106	100	100	62	126	74
Travel	92	84	83	73	93	104	90	103	81	97	74
Cooking	91	101	90	91	101	90	87	88	96	86	96
Environmental issues	91	106	82	76	71	84	94	87	86	90	73
Soccer	89	107	97	102	101	119	77	98	97	90	96
Charities / volunteering	87	108	87	100	76	120	84	76	83	71	96
Politics / social issues	86	83	74	78	68	88	101	79	81	67	70
Community matters to me	84	106	84	103	95	121	72	82	108	40	113
Motorsport	80	84	77	86	86	117	74	89	87	74	78
American Football	72	68	58	63	84	105	60	64	59	92	116
Ice Hockey	72	72	84	106	73	137	60	58	86	144	192
Baseball	69	62	37	72	104	133	55	67	58	107	76
News / current affairs	67	59	54	45	43	67	76	72	49	57	45
Tennis	55	72	63	64	92	78	42	54	67	70	63
Golf	47	53	70	51	95	97	35	46	82	48	37

Below 100Around 100Above 100160 or more* Small sample for this audience in that market. Italic means inferred.

4.3Audiences compared, overall

Index for each of the six audiences on every passion. Sorted by teens 16-17.

Passion	Teens 13-15	Teens 16-17	Core 16-34	VD 25-44	VD 45+ proxy	DA high income	All adults, share
Gaming	183	166	135	117	101	101	30%
Esports	173	151	135	155	109	109	18%
Fine art	152	131	117	132	103	103	21%
Board games	126	128	109	118	111	111	18%
Dance	129	126	124	134	106	106	17%
Music	128	119	108	103	101	101	51%
Fashion	100	109	113	136	111	111	29%
Cricket	7	108	144	130	88	88	21%
Beauty / cosmetics	108	103	112	129	111	111	29%
Live events	93	102	108	122	116	116	28%
Outdoor activities	94	102	101	121	114	114	31%
Fitness & exercise	97	99	98	115	114	114	38%
Basketball	106	98	106	125	117	117	44%
Gym Workout / Exercise	79	98	113	131	137	137	15%
Martial Arts	82	98	116	128	111	111	19%
Winter sports	114	98	94	115	126	126	26%
Films / cinema	96	95	102	112	109	109	44%
Celebrity news / gossip	101	94	102	135	105	105	19%
Theater	80	94	109	127	114	114	22%
Museums / galleries	87	93	100	122	115	115	26%
Travel	84	92	99	116	120	120	43%
Cooking	87	91	99	106	104	104	44%
Environmental issues	83	91	100	127	114	114	28%
Soccer	77	89	106	114	111	111	65%
Charities / volunteering	85	87	101	143	119	119	17%
Politics / social issues	88	86	91	121	117	117	28%
Community matters to me	76	84	98	143	119	119	30%
Motorsport	68	80	104	137	125	125	28%
American Football	56	72	95	120	132	132	20%
Ice Hockey	64	72	96	131	137	137	7.9%
Baseball	49	69	88	121	138	138	12%
News / current affairs	64	67	81	113	114	114	39%
Tennis	40	55	94	141	133	133	31%
Golf	31	47	95	160	144	144	16%

4.4Teens 13 to 15, GWI Kids

Sports watched or played, measured

Basketball39%

Football / Soccer37%

Swimming33%

Badminton26%

Table Tennis24%

Australian Rules Football22%

Athletics19%

Cycling18%

Volleyball16%

Tennis16%

Winter Sports16%

Gymnastics15%

Skateboard / Roller-Skating / Scooter14%

Martial Arts13%

GWI Kids, ages 13 to 15. Index is against all kids 8 to 15 in the same market. GWI Kids, Q1 2023 to Q1 2026.

After school

Homework59%
Use social media58%
Watch TV or movies52%
Talk to friends online47%
Play video games40%
See friends30%
Sports28%
Chores19%
Play other games16%
After school clubs10%

Teens 13 to 15

76.0M

GWI Kids universe. Survey context from Samsung: proud to own among 13 to 17 is 24.2 for Samsung against 36.8 for the main competitor.

4.5Social, sport and culture behavior

Statement	Teens 16-17	All adults	Index
Avoiding missing out on things	28%	18%	158
Filling spare time	50%	35%	143
Seeing what's trending / what's being talked about	33%	26%	125
Finding content (e.g. articles, shows, videos, memes, etc)	33%	27%	121
Following celebrities or influencers	21%	18%	116
Finding inspiration for things (places to visit, things to buy, etc)	26%	24%	107
Keeping in touch with friends / family	48%	45%	106
Seeing updates / content from your favorite brands	20%	21%	95
Posting about your life (e.g. food, pets, vacations, etc)	17%	19%	94
Finding like-minded communities / interest groups	16%	17%	91
Finding products to purchase	23%	25%	90
Making new contacts	20%	22%	90
Sharing / discussing opinions with others	18%	22%	82
Watching / following sports	18%	22%	82
Supporting / connecting with good causes	11%	14%	80
Watching live streams (e.g. events, shows, etc)	17%	22%	76
Reading news stories	22%	30%	74
Work-related networking / research	10%	20%	52

4.6Behavior traits

Traits that index highest

Influence Seekers10%160
Fashion Enthusiast14%157
Hardcore gamers24%152
Swayable Shopoholics20%152
Fitness Fanatics18%146
Gym Rats18%146
Multiplayer Gamers45%140
Adrenaline Junkies23%135
Urban Socialite54%134
Epic Story Explorers30%129
Outdoor Enthusiasts40%127
Mobile App Happy11%124
Netizens55%123
Radiant Ritualists25%123

Traits that index lowest

Soundbite Seekers20%47
TV News Junkies12%47
Luxury Accessorizers13%48
Informed Readers12%54
Podcasters20%57
E-Finance Enthusiasts9.8%61

GWI behavior trait groups, GWI Core, Q3 2024 to Q2 2025. Some traits are asked only in USA, UK, France, Germany and India. The overall is weighted by each market's segment universe.

4.7Sports fans and sponsorship, Western markets

Statement	All	Teens 16-17	VD 25-44	Core 16-34	DA high income
I follow a female athlete or team on social media	11%	22% 199	21% 190	19% 176	12% 108
I follow women's sports more than I did 6 months ago	13%	24% 187	20% 154	14% 114	14% 113
I prefer brands that support women's sports	11%	18% 172	18% 168	16% 155	12% 108
Women's sport is exciting to watch	25%	26% 104	32% 126	26% 102	28% 110
Women's sport is less interesting than men's sport	15%	11% 73	20% 134	15% 99	17% 115
Women's sports promote more positive values than men's sports	13%	15% 118	19% 148	17% 131	14% 110
Women's sports should be highlighted more by the media	32%	33% 103	36% 111	33% 102	32% 98
Women's sports should get more investment	32%	40% 126	36% 112	34% 106	33% 102

USA, UK, France, Germany and 20 other European markets plus Turkey, pooled. GWI Core and GWI Sports, Q4 2024 to Q2 2026. Base is people who follow sport. Grey cells rest on fewer than 50 responses and are directional only, which covers most of the 16-17 column. No teen 13-15 or country split is available here.

4.8Who is in each cut

	All	Teens 16-17	Core 16-34	VD 25-44	DA high income
Male	52%	53%	54%	54%	52%
Female	48%	46%	46%	46%	48%
16 to 24	21%	100%	62%	n/a	16%
25 to 34	24%	n/a	38%	50%	23%
35 to 44	22%	n/a	n/a	50%	26%
45 to 54	16%	n/a	n/a	n/a	18%
55 to 64	13%	n/a	n/a	n/a	14%
65+	4.6%	n/a	n/a	n/a	19%
Undergraduate degree	20%	0.8%	20%	18%	27%
Postgraduate degree	7.5%	n/a	5.3%	11%	15%

These rows show how each GWI segment was built: MX core runs 16 to 34, VD runs 25 to 44, DA spans every age.