Umeng: Meizu MX3 vs Xiaomi M3 vs Hammer phone user behavior preference comparison

On September 2, 2014, Meizu held a press conference to announce its latest flagship model MX4. Compared with the highly anticipated Hammer phone and Xiaomi M4 a few months ago, the communication method of the new generation of mobile phone brands has basically taken shape. In another week, Apple's latest press conference will also be held, and the release of the large-screen iPhone 6 is almost certain. Behind the brand concept and parameter numbers, what kind of users are supporting the brand image of the mobile phone? Umeng combined the user behavior data from June to August 2014, analyzed the user characteristics of several flagship devices, and found some interesting conclusions.

Geographical distribution: High concentration in first- and second-tier cities

In general, these mobile phones are more concentrated in first- and second-tier cities. Even the Redmi mobile phone, which has the lowest price and is most widely distributed in third-tier and lower cities, has a higher than average user ratio in first- and second-tier cities. From the perspective of user geographical distribution, Xiaomi and Meizu have similar distributions. In first- and second-tier cities, they are likely competing for the same type of people.

Umeng pointed out in its mobile internet market report in the first quarter of 2014 that brand concentration is the highest in first-tier cities, and users have the strongest brand awareness when choosing devices; while in third-tier and lower-tier cities, Android brand concentration is low, and users consider price more. Therefore, in order to impress users in first-tier cities with the strongest purchasing power, mobile phones must make efforts in brand and personality shaping.

iPhone users love photography, while Xiaomi and Meizu users love games
Among iPhone 5s users, the most people use photography and life assistant apps, and their mobile behaviors show their "white, rich and beautiful" and "tall, rich and handsome" attributes. Hammer phone users currently use more prominent categories of system tool and book reading apps. At the same time, the proportion of users using music apps and news apps is slightly higher than that of other devices. Among Xiaomi M3 and Meizu MX3 users, the proportion of mobile game users is the highest.

Domestic users switch to Apple every 1-2 generations, and the large-screen 6th generation will snatch Android users

Judging from the frequency of release, the flagship products of various brands are updated every 10-12 months. Domestic iPhone users usually replace their devices every 1-2 generations. For example, after the launch of iPhone 5s and 5c, the market share of iPhone 4 dropped the fastest. However, due to the large price difference, the market division of the above brands is still very clear overall, and the ratio of active iOS devices to active Android devices in China has remained stable at about 1:2.

But this pattern may be broken by the upcoming iPhone 6: If the iPhone 6 is really a large-screen device as rumored, it will seize some of the users of high-end large-screen Android devices in the future, because Android users with the same spending power want to try out new products on the iOS platform; if the old devices (iPhone 5s and 5c) are sold at a reduced price at the same time, like the previous iPhone 4, then the iPhone may attract more smartphone users from competitors with its more diversified product line.