The overall performance of mobile phone systems and mobile phone brands in 2016

Among the mobile phones currently used by users, iOS phones account for 1/4, which is an increase compared to last year.

Note: In this survey, 38% of users use two or more mobile phones at the same time. These users only answer questions about their most commonly used mobile phone, the same below.

When asked what system they would choose for their next mobile phone, iOS users were more specific and showed higher loyalty. Compared with the same period last year, Android users' loyalty increased more significantly (+33%).

In terms of mobile phone brand performance, iPhone is the largest independent brand (25%). Huawei is the most commonly used Android brand by users, followed by Xiaomi and Samsung.

In the low-end and mid-range market, domestic Android brands have an absolute advantage. In the mid-to-high-end market, Huawei and Samsung have a place. The high-end market is dominated by Apple, and Samsung is the only Android brand that can compete with Apple.

The time it takes for a new model to become an arcade machine is stable

It takes 1-2 years for a new iPhone to become an arcade machine. The arcade machine of 2015 is the iPhone 5s released in 2013, and the arcade machine of 2016 is the iPhone 6 released in 2014.

Growth trend: Huawei has a strong explosive growth momentum, Apple ranks first but the user scale tends to be stable

Whether in terms of current mobile phone market share or the next mobile phone that users expect to buy, Apple still ranks first, and Huawei ranks second. However, compared with the data of the same period last year, Huawei's growth in these two indicators is more eye-catching, far exceeding Apple.

Loyalty: Apple is still significantly higher than Huawei

Among current Apple users, 77% will choose Apple as their next phone. Huawei's performance on the same indicator is 59%, which is far lower than Apple, but surpasses Xiaomi to become the highest value among Android brand phones.

In addition, by analyzing the next mobile phone expected by users of the top seven mobile phone brands in terms of market share, we found that except for our own brand with the highest share, Apple and Huawei ranked second and third, showing a harvesting trend, which reflects Huawei's status in the hearts of domestic users from another aspect.

Due to space limitations, a chart of brand selection for the previous and next mobile phones by users of the seven major mobile phone brands (Apple, Huawei, Xiaomi, Samsung, OPPO, VIVO, and Meizu) will be presented in the appendix .

User analysis: There are differences between Huawei and Apple brand users

Huawei: Men, older people, civil servants, professional technicians

Apple: Women, first- and second-tier users, corporate managers, and ordinary employees

Apples are more popular among women.

Apple and Huawei users are older than the overall sample. Among them, Apple's main user group is those born in the 1980s and 1990s. Huawei's user group is older, with a higher proportion of users born in the 1960s, 1970s, and 1980s than the overall sample.

Apple's penetration rate in first- and second-tier cities is higher than Huawei's, while the composition of Huawei's users in each tier of cities is close to the overall sample, indicating that Huawei's penetration rate is comparable in each tier of city.

The income of Huawei and Apple users is higher than that of the overall sample. Among Apple users, the proportion of users with a monthly income of more than 5,000 yuan is significantly higher than that of Huawei users.

The proportion of students using Huawei and Apple phones is relatively low. Apple is more popular among ordinary employees and corporate managers, while Huawei is more popular among professional technicians, government/institutional cadres/civil servants.

Analysis of purchase reasons: The factors that potential users of the two brands value are obviously different

Through the corresponding analysis of the next mobile phone brand to be purchased and the factors that are important when purchasing a mobile phone, it was found that the factors valued by potential users of Apple and Huawei (who will choose Apple/Huawei as their next mobile phone) are very different, and the overlap of the needs met by the two mobile phone brands is relatively low.

Relatively speaking, Apple pays more attention to brand, new features, appearance and screen resolution, and pays less attention to dual SIM dual standby and price. Huawei pays more attention to standby time, dual SIM dual standby and processor performance, and pays less attention to new features and appearance. (See the appendix for the corresponding analysis chart.)

The above data shows that despite the strong momentum, Huawei and Apple have not yet faced off head-on. The reputation and recognition of the two brands come from differentiated markets. Huawei still needs to accumulate strength to catch up with Apple.

OPPO and VIVO - the story behind their rise

Ranking changes: Samsung, Lenovo, and Coolpad dropped in ranking, while OPPO and VIVO entered the top five

Brand thinking: Seizing opportunities in differentiated markets

– Differentiation Route 1: Penetrating the Fourth-tier City Market

Among OPPO and VIVO users, the proportion of users in fourth-tier and lower cities is significantly higher than the overall sample, and the two brands are highly accepted in fourth-tier cities. In addition, OPPO has a higher penetration rate in third-tier cities, and VIVO has a higher penetration rate in second-tier cities.

- Differentiation route 2: Seize the younger market

The proportion of post-90s users in OPPO and VIVO is significantly higher than that in the overall sample. The two brands are more accepted by young people.

OPPO has also become the next Android phone brand that the post-00s most want to buy.

-Differentiation route 3: Attracting female users and students

How did OPPO and VIVO do it? ——The concept of camera phones is deeply rooted in people's hearts, and the appearance wins the favor of users

-Photography and appearance are more important factors for young users and women when purchasing a phone.

Young users pay more attention to camera pixels, appearance and new functions, while older users pay more attention to standby time.

Female users pay more attention to camera pixels and appearance.

– Through correspondence analysis, it is found that VIVO and OPPO have become the two most competitive brands in terms of appearance and camera pixels. (See the Appendix for the correspondence analysis chart)

OPPO and VIVO have been cultivating niche groups and opening up the market with differentiated routes, becoming another typical example of rising from third- and fourth-tier cities. In the 2015 Online Travel Market White Paper produced by CDC, we found that Meituan also became a dark horse in the online travel market with a similar approach. Is it a coincidence or a trend? The opportunities nurtured in third- and fourth-tier cities are undoubtedly worth our attention.

appendix

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Analysis of the last and next mobile phone choices of users of major mobile phone brands

Samsung is the only brand among the seven major brands (Apple, Huawei, Xiaomi, Samsung, OPPO, VIVO, and Meizu) where the proportion of users choosing this brand as their next mobile phone is lower than the proportion of users choosing this brand as their previous mobile phone, which shows its decline in the Chinese market.

Correspondence analysis between factors users value when purchasing a device and the brands they mainly buy

-Analysis of factors that potential users of Apple and Huawei value

Note: The x-axis explains 79.6%, the y-axis explains 11.4%, totaling 91.0%, the same below.

- Analysis of the most competitive brands in terms of appearance and camera pixels

Multi-device usage

Nearly 40% of users use more than one mobile phone at the same time, and the proportion of working people using multiple mobile phones is even higher. Interviews show that the main reasons for using multiple mobile phones include: separation of work and private life, inconsistent standards of multiple mobile phone cards, and insufficient battery life of a single mobile phone.

Changes in purchase price

The proportion of mobile phones priced above 4,000 yuan has increased compared to last year.

Top 10 Android Phone Resolutions

Thank you for reading. This article is from Tencent CDC.