Samsung leads U.S. consumer electronics brands in overall Consideration across multiple product categories, according to new data from YouGov’s 2026 U.S. Consumer Electronics Rankings report. The analysis, based on YouGov BrandIndex data collected throughout 2025, shows which brands Americans are most likely to consider purchasing and highlights where generational and in-market differences are shaping the competitive landscape.

Across categories, Samsung places first in both household appliances and personal tech devices. LG remains a close competitor in appliances, while brands such as Midea and Ninja are gaining visibility among shoppers.

Household appliances: Samsung and LG maintain their advantage

Among adults currently in the market for a major appliance, Samsung is the most considered brand, with LG not far behind. While several established brands have seen declines in Consideration, Midea — a Chinese value brand — has nearly tripled its Awareness over the past three years, rising from 5% to 14.2%. Among older consumers, legacy brands such as Whirlpool remain competitive, ranking among the top two for both Gen X and Baby Boomers even as Samsung and LG dominate overall.

Audio brands: Bose leads; Sonos works to recover

In the audio space, Bose is the most considered U.S. brand and continues to perform well on Impression, Quality and Satisfaction. JBL follows in consideration, and Beats by Dr. Dre scores higher than Skullcandy. Sonos, which experienced a notable drop in satisfaction following a mid-2024 software update, has begun to recover on some metrics, though recommendation scores suggest trust has not fully rebounded.

Personal tech: Gen Z reports higher value perceptions

Across personal tech devices, Samsung again leads Consideration, edging out Apple’s iPhone. But younger consumers stand out in how they evaluate value. Among current and former customers — the group used to derive value perceptions — Gen Z consistently reports higher value across brands than Gen X. For example, Samsung’s value score among Gen Z is 66.6, compared with 48.7 for Gen X; LG’s value score tallies 59.1 among Gen Z versus 38.4 among Gen X. Smaller devices such as Kindle also show improved Consideration among younger cohorts, pointing to an openness to niche or dedicated hardware among Gen Z.

This pattern — that perceived value is closely linked to Consideration — appears across other categories as well. Brands that show stronger value perception among current and former customers, such as Ninja in appliances and Beats by Dr. Dre in audio, tend to score better in overall consideration.

The full YouGov U.S. Consumer Electronics Rankings 2026 report provides additional detail on category performance, demographic breakdowns, and year-over-year trends.

Methodology: Rankings are based on YouGov BrandIndex data collected January 1 – December 31, 2025. Consideration rankings reflect nationally representative data by gender and generation; value rankings are based on current and former customers’ perceptions of whether brands offer “a lot in return for the price paid.” Brands must have been tracked at least six months to qualify as top ranked and at least 18 months to qualify as most improved.

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