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 findings highlight which brands Americans are most likely to consider purchasing, and where generational and in-market differences are reshaping the competitive landscape.

The rankings, based on YouGov BrandIndex survey data collected between January 1 and December 31, 2025, show Samsung leading in household appliances and personal tech devices. Meanwhile, brands like Midea, Ninja, Kindle, and Skullcandy are emerging as key improvers, driven in part by younger consumers.

“The brands that lead in consumer electronics today are those that combine consistent performance with strong perceived value,” said Ben Paro, VP, YouGov America. “This year’s data also shows clear generational differences, particularly among Gen Z, in which brands are gaining momentum.”

Top Household Appliances: Samsung and LG extend their lead

Among Americans in the market for a major appliance, Samsung ranks as the most considered brand, followed by LG and Whirlpool.

Key findings:

• Samsung leads overall appliance consideration, with LG close behind, and both brands extend their advantage among in-market consumers as many competitors see declines.
• Chinese value brand Midea has nearly tripled awareness over three years, rising from 5% to a peak of 14.2%, signaling growing traction in the U.S.
• While Samsung and LG lead overall, Whirlpool secures a top-two position among Gen X and Baby Boomers, highlighting generational differences in appliance brand preference.

In perception metrics, Samsung outperforms LG on the overall BrandIndex score (50.5 vs. 43.4), driven by stronger scores on value, satisfaction, and recommendation.

Top Audio brands: Bose dominates, Sonos rebuilds trust

In audio devices, Bose leads the category by a wide margin in consideration and ranks highest in impression, quality, and satisfaction.

Key findings:

• Bose is the most considered audio brand in the U.S.
• JBL comes in second.
• Beats by Dr. Dre outperforms Skullcandy on overall BrandIndex score.

One notable shift:

• Sonos saw a sharp drop in customer satisfaction in mid-2024 following a software update issue, and while satisfaction has begun to recover, recommendation scores remain subdued, pointing to lingering trust challenges.

Top Personal Tech brands: Samsung leads, but Gen Z rewrites the script

Samsung also tops consideration in personal tech, ahead of iPhone and Apple.

But the deeper story is generational.

Key findings:

• Samsung is the most considered personal tech brand across generations.
• Among current and former customers, Gen Z reports significantly higher value perceptions than Gen X across personal tech brands — for example, Samsung’s value score is 66.6 among Gen Z compared with 48.7 among Gen X, and LG scores 59.1 among Gen Z versus 38.4 among Gen X. Samsung leads value rankings in each generation.
• Kindle achieved improvement among Gen Z by consideration, suggesting renewed interest in dedicated reading devices.

Value Perception: The battleground metric

Across categories, brands that score highly on value perception are more likely to lead in consideration.

Value rankings are based on current and former customers’ perceptions of whether brands offer “a lot in return for the price paid.”

Notable movements:

• Ninja (appliances) and Beats by Dr. Dre (audio devices) show meaningful year on year value gains.

Methodology

Rankings are based on YouGov BrandIndex data collected January 1 – December 31, 2025. Consideration rankings reflect nationally representative data across gender and generational splits. Value rankings are based on current and former customers.

To qualify as top ranked, brands must have been tracked for at least six months. To qualify as most improved, brands must have been tracked for at least 18 months.

The full YouGov U.S. consumer electronics rankings 2026 report is available now.