Samsung Smartphone Owners Eye iPhone, Google Pixel

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As Samsung scrambles to determine what caused its Note 7 smartphones to overheat and catch fire, Google, Apple, and other manufacturers are poised to benefit from the carrier's misstep.

A new survey from e-commerce firm Branding Brand found that 40 percent of people who currently own a Samsung device say they won't buy another phone from the Korean electronics giant.

The majority, 62 percent, plan to go with another Android phone for their next purchase, while 30 percent say they plan to switch to the iPhone and 8 percent could buy a Google Pixel.

While Apple's iPhone has always been a close competitor to Samsung's flagship smartphones, the Google Pixel is a newcomer to the high-end mobile market. Announced on Oct. 4, it will be the first device to feature Google's new voice-activated personal digital Assistant, similar to Apple's Siri or Amazon's Alexa. The phone also boasts other software improvements unavailable to any other Android device currently on the market, and Google says its camera outperforms all the smartphone shooters it's tested.

That 8 percent of Samsung owners are considering switching to a competing flagship device that is not even on the market yet speaks as much to the buzz that the Google Pixel has generated as the crisis that faces Samsung.

On Tuesday, the company said it was killing production of the Note 7, and asked retailers not to sell their remaining inventory. According to the New York Times, Samsung in September assigned hundreds of employees to test Note 7s in hopes of determining what is causing them to explode, but none were able to replicate the problem.

Samsung has since remained quiet on the progress of its efforts to determine the cause. The company has received 92 reports of the batteries overheating in the US, including 26 reports of burns and 55 reports of property damage, according to the US Consumer Product Safety Commission.

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