[July 24, 2014] |
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TrendForce: China Smartphone Brand Awareness Increasing in China; Apple Still Holds Top Spot
TAIPEI, Taiwan --(Business Wire)--
The global smartphone market is slowing down and entering a mature
period where growth will be limited. Mature markets such as Europe and
North America in particular are expected to see smartphone growth in the
single digits. Amid an increasingly competitive smartphone market in
China where growth is expected to be more noticeable, vendors such as
Xiaomi, Huawei (News - Alert) and Lenovo have nevertheless gained a strong market share
in the lower-priced smartphone segment.
iPhone and Samsung hold the first position in brand awareness, whilst
growth of Chinese brands is not negligible
According to a new report from Avanti, the Shanghai-located consumer
behavior research division of Taiwan-based TrendForce, statistics show
that when asked about smartphones without mentioning a specific brand,
roughly half of local consumers in China show the most interest for
Apple (News - Alert) (50%) and Samung Electronics products (25%).
Products from China vendors however are making an increasingly extended
impression with Chinese consumers. While there was growing demand for
iPhone and Samsung products from 2012 throughout the second quarter of
2014, there was also increased demand for Xiaomi, Huawei and Lenovo (News - Alert)
products. Xiaomi saw the biggest increase, with a Top of Mind rate
rising from 3% to 27% over 10 quarters for a 24pp increase. Huawei's
meanwhile jumped from 3% to 23% and Lenovo 8% to 18%. While such
percentages are still not comparable to the rates consumers have for
Apple and Samsung (News - Alert) products, they do show clear signs of stemming quickly.
Chinese consumers more willing to purchase local products; Xiaomi
holds number 3 spot
There have been obvious changes from the first quarter in 2012 to the
second quarter of 2014 in terms of what kinds of smartphones Chinese
consumers want to purchase. iPhone (News - Alert) used to have a 37% rate, which
dropped as of the third quarter of 2013. Avanti believes this is because
consumers felt the smartphone had lacking new innovation, and a
smaller-than-desired screen (4-inches). However, due to the release of
iPhone 5c and 5s, Apple's percentage increased to 22% in the second
quarter, regaining the top spot.
View Full Press Release: http://press.trendforce.com/press/20140724-1506.html
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