A must-read for APP promotion: A simplified version of "A Mid-Year Review of the Domestic Mobile Phone Market", with useful highlights!

The data in this report comes from Jiguang Big Data's "2017 Q2 Mobile Data Report ". In view of the large amount of data in the original report, some key data indicator reports (referred to as highlights) are selected and sorted out from the perspective of APP promotion and operation , analyzing the development status of the mobile phone industry in the second quarter and the performance of major mainstream manufacturers in the industry. The following is a simplified version of the report compiled by Xiao Moli. Whether it is inspiring for App Store promotion work depends on you~

Overall reporting period: April 2016 - June 2017

Report highlights:

1. Huawei retained its title of mobile phone sales champion in the second quarter, and vivo ranked second with a sales share of 17.4%.

2. Apple's sales have dropped significantly compared to the same period last year. Apple fans may be waiting for a new iPhone model for ten years.

3. Huawei user loyalty has dropped significantly compared to the previous quarter, and OV's appeal to Huawei users is increasing

4. Samsung user loyalty has declined for five consecutive quarters. Huawei is the most popular brand among Samsung users who switch to new devices

5. OPPO and vivo are most popular among young users, with users under 25 accounting for more than 50% of both brands.

6. All-network support has become the standard for Android users. 83.7% of Android phones sold in Q2 2017 were all-network support.

1. Analysis of mobile phone ownership

Top 3 mobile phone brands in China in Q2 2017 : iPhone, Huawei, OPPO

• As of June 2017, the domestic mobile phone market continued to maintain a state of one superpower and many strong players, with iPhone ownership reaching 170 million units, Huawei and OV both exceeding 100 million units.
• In the past year, iPhone ownership has increased with fluctuations. OV ownership has surpassed Xiaomi and Samsung successively and has gradually widened the gap since the beginning of this year. Huawei ownership has remained relatively stable.

Overview of mobile phone brand ownership rates in cities of different levels in Q2 : 

• OV performed strongly in third-tier and lower cities, with a retention rate exceeding that of iPhone and Huawei
• In first-tier cities, more than 4 out of every 10 mobile phones are iPhones.

2. Mobile Phone Sales Analysis

Domestic mobile phone sales share in Q2 2017 :

• Huawei retained its sales champion, accounting for 21.1% of domestic mobile phone sales in Q2
• Vivo's sales performance in Q2 was excellent, accounting for 17.4% of the sales share, surpassing OPPO and becoming the runner-up in sales this quarter.

Q2 sales trends of mainstream mobile phone brands :

• Apple's 10th anniversary, new iPhone models target users or wait with money
• Apple's sales have dropped significantly compared to the same period last year. The new iPhone model launched by Apple for its tenth anniversary will be released at the end of the third quarter. Users who want to buy an iPhone may be holding on to their money and waiting.

Top 10 mobile phone models sold in Q2 :

• Among the top 10 models in sales, 4 are from OPPO, 4 are from vivo, and the remaining two are from Apple and Huawei. Five of them were released in November last year.

3. User portraits of mainstream Android phone brands

User portrait of mainstream Android phone brands - Huawei

Huawei users: More than 50% of users are over 35 years old

• Huawei mobile phones are mainly used by middle-aged users, 55.2% of users are over 35 years old, of which 65.2% are male

User portrait of mainstream Android phone brands - OPPO

OPPO: A mobile phone for young people

• Among OPPO mobile phone users, 43.3% are between 16 and 25 years old.

User portrait of mainstream Android phone brands - vivo

Vivo users: younger than OPPO users

• 56.1% of vivo users are under 25 years old, 52.4% of users are male, and nearly half of them are interested in the second dimension.

User portrait of mainstream Android phone brands - Xiaomi

Xiaomi users: Nearly 40% of users are under 25 years old, still older than OV users

• 62.5% of Xiaomi users are male, and 36.4% are under 25 years old.

User portrait of mainstream Android phone brands - Samsung

Samsung users: Rich product line, covering users of all ages

• Samsung users are evenly distributed across age groups, which to some extent reflects that Samsung's product line can meet the demands of different target user groups for mobile phones.

4. Mobile App Installation

Summary of high, medium and low-end mobile phone application installation :

• The average number of apps installed on high-end, medium-end and low-end phones decreased in order, to 62.4, 52.3 and 38.4 respectively.

Installation preferences for high, medium and low-end mobile phone applications :

• The preference of mid- to high-end mobile phone users for food, drink, entertainment and entertainment apps is around 25%, which is much higher than the national average. In addition, high-end mobile phone users also like to download travel guides and office software apps.

Installation preferences of mainstream Android mobile app types

• Note-taking apps are popular among vivo, Xiaomi and Samsung users
• Huawei, OPPO, vivo, Xiaomi and Samsung users are least interested in note-taking, comprehensive news, group buying, health tools and cloud storage apps respectively.

Note:

Ownership: The total number of active mobile phones in the country calculated based on the number of active mobile phones monitored by Jiguang Big Data with at least one data report within a specified time period

Sales volume: National mobile phone sales volume estimated based on the increase in the number of mobile phones monitored by Jiguang Big Data within a specified time period

User loyalty: The proportion of users of a certain mobile phone brand who choose the original brand when changing their mobile phones. The higher the proportion, the higher the user loyalty.