In the US smartphone market, Apple and Samsung are still dominant as of the latest quarter. Kantar Worldpanel reports those companies account for 66% of all smartphone sales in the US and they've also come out with 9 of the 10 most sold handsets. 49% of consumers intend to upgrade in the next year and 43% of them prefer Apple while 34% prefer Samsung.

Kantar's research has found loyalty seems to be stronger among iPhone users and iPhones are also more likely to be given as gifts.

When looking at first-time smartphone buyers, Android is a bit more popular with 27% of sales vs. Apple's 23%.