It may be the same Samsung brand on the product, but new research from Strategy Analytics' ConsumerMetrix service suggests that Samsung is missing out on opportunities to build brand loyalty across its key TV and phone product segments.

According to the report, existing owners of Samsung mobile phones are three times more likely to choose a Samsung phone than an Apple iPhone when they next buy a phone, but owners of Samsung TVs are slightly more likely to buy an iPhone than a Samsung phone. The findings are drawn from a survey of more than 6000 consumers in the US and Europe carried out in March 2012.

"Samsung has clearly built excellent loyalty ratings with its existing phone customers," notes David Mercer, Principal Analyst and the report's author. "But the company does not appear to be as good as it could be at promoting its mobile phones to its TV customers. This would be appear to be a relatively simple opportunity to build market share and resist the threat of the iPhone, which many Samsung TV owners are considering purchasing."

The research also found that 40% of homes now own at least one Samsung product (TV, phone or PC), but also that more than three quarters of these homes only own one Samsung product. This is further evidence that Samsung has opportunities to increase share by marketing other products to existing customers.