Getui Big Data: 2019 Q1 Domestic Android Smartphone Report

Getui Big Data (stock code: 300766) released the "2019Q1 Domestic Android Smartphone Report", which provides insights into the six major Android mobile phone brands from the perspectives of market overview, user replacement behavior, user portraits, etc.

The report shows that Huawei's performance is still outstanding. It not only ranks first in the Android smartphone market share, but also has the highest brand loyalty among major mobile phone brands. Users are not very enthusiastic about updating their mobile phone systems. Most Android users are still using systems below Android 8. There are also obvious differences in user portraits between different mobile phone brands.

Data Description

• Data period: 2019.1~2019.3;
• Brand loyalty: The percentage of users who choose a mobile phone brand when they change phones.
• Brand share of replacement phones: the number of terminals that choose each brand of mobile phone when replacing phones/the total number of terminals that replace phones;
• Change model share: the number of terminals that choose each mobile phone model when changing phones/the total number of terminals that change phones;
• New model occupancy rate: the number of terminals using each new model/the total number of terminals using new models;
• Interest preference TGI: the interest preference ratio of a certain group of people/the interest preference ratio of the whole group of people*100.

Report Viewpoints:

• In the first quarter of 2019, Huawei's market share was 23.92%, maintaining its first position in the Android smartphone market for three consecutive quarters.
• Affected by the downward economic environment, the market share of major Android mobile phone brands declined slightly in the first quarter of 2019, while the market share of some brands of mobile phones increased slightly;
• Huawei's mobile phone iteration and update speed is relatively fast, with a wide range of mobile phone models. The top 5 models used by users account for 17.14%;
• Users are not very enthusiastic about updating their mobile phone systems. Among users of various Android phone brands, the proportion of users who update their systems to Android 9 is not high.
• In Q1 2019, Huawei had the highest user loyalty (55.81%), followed by VIVO (39.43%) and OPPO (36.14%).
• In terms of mobile phone brands, users tend to choose the original mobile phone brand when changing phones. In terms of mobile phone models, Vivo X23 and OPPO R17 are popular models chosen by users when changing phones.
• GALAXY S10 performed well and became the first choice for Samsung mobile phone users to replace their mobile phones within one month of its launch, pushing Samsung's mobile phone market share up 2.4% month-on-month;

1. Industry Overview

With a market share of 23.92%, Huawei took the first place in the Android smartphone market, while OPPO (21.87%) and VIVO (19.96%) ranked second and third.

Year-on-year, the market share of each mobile phone brand has increased; month-on-month, the market share of Huawei, OPPO and VIVO has declined slightly, while the market share of Samsung, Xiaomi and Meizu has increased slightly.

Judging from the distribution of models of various mobile phone brands, Huawei's mobile phone models are relatively scattered, with the Top 5 models accounting for 17.14%. OPPO and Meizu users have relatively concentrated models, with the Top 5 Meizu models accounting for 38%.

Judging from the market share of new models of various brands in Q1 2019, Samsung GALAXY S10 has the highest market share among all new models. Since its launch on February 21, it has become the first choice for Samsung mobile phone users to replace their phones in just one month. It is believed that it will rank among the top 5 Samsung mobile phone models in the second quarter.

Judging from the system distribution of various mobile phone brands, users of Huawei and Xiaomi phones love to update their systems the most, with Android 9 accounting for 18.51% and 14.69% respectively, while users of OPPO and VIVO have not shown a clear enthusiasm for updating their systems, and most Meizu users are still using systems below Android 7.

2. Analysis of users who change their phones

Huawei mobile phone users are the most loyal, with a brand loyalty of 55.81% when changing phones. VIVO mobile phone users are second with a brand loyalty of 39.43%, and Meizu mobile phone users have the lowest loyalty of 16.18%. Xiaomi and Samsung mobile phone brand loyalty has increased compared to 2018Q4.

When getting insights into users' brand preferences for changing phones, Getui Big Data found that most users prefer to choose the original phone brand when changing phones, and Meizu and Samsung phone users prefer Huawei phones when changing phones.

Getui Big Data analyzed the models of all users who changed their phones and found that users' preferences were scattered when choosing models. Vivo X23 and OPPO R17 were the popular models chosen by users when they changed their phones. The top models of the six major mobile phone brands (Huawei, OPPO, VIVO, Xiaomi, Meizu, and Samsung) were Huawei Mate20, OPPO R17, VivoX23, Redmi Note7, Redmi Note7, and GALAXY S10.

3. User portrait analysis

Males account for 57.4% of Huawei mobile phone users, and users aged 25 to 34 account for 39.3%. TGI data on interest preferences shows that Huawei mobile phone users like traveling, chauffeuring and business trips, and are more like business elites than other groups.

There is not much gender difference among OPPO mobile phone users, with males and females accounting for 50.8% and 49.2% respectively. From the age distribution point of view, users tend to be young, with users aged 18 to 34 accounting for 70.6%; from the city level distribution point of view, users mainly come from fourth-tier cities and below.

Males account for 54.1% of VIVO mobile phone users, and users aged 18 to 34 account for 70.2%. This group of people is also relatively young and mainly comes from fourth-tier and below cities. TGI data on interest preferences shows that VIVO mobile phone users are more interested in group buying, driving tests and beauty and cosmetics.

Male users account for 67.1% of Xiaomi mobile phone users, the highest proportion among all mobile phone brands. The age range is mainly concentrated between 25 and 34 years old. Users mainly come from second-tier and lower cities. TGI data on interest preferences shows that Xiaomi mobile phone users pay more attention to life and leisure.

The majority of Meizu users are male, accounting for 62.2%. From the age distribution point of view, in addition to young users aged 18 to 34, users aged 45 and above also account for a certain proportion.

Samsung users are mostly female, accounting for 55.4% of the total users, and their ages range from 25 to 44 years old. TGI data on interest preferences shows that Samsung users have more leisure time and are more interested in listening to music, watching videos, and health care.

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