2019Q1 Smartphone Big Data: Huawei ranked first in sales, Apple only ranked fifth

Introduction: Aurora Big Data released the "2019Q1 Smartphone Industry Research Report", analyzing the current market structure of the smartphone industry from the dimensions of smartphone ownership rate and sales, user loyalty of mainstream mobile phone brands, user portraits of mainstream Android mobile phone brands, camera features of newly launched models, mobile app installation status and domestic operator market.

In Q1 2019, Apple's retention rate dropped to third place. Huawei and OPPO ranked first and second, and the gap with Apple is widening.

iPhone XR became the best performing model in the first three months of Q4 2018, followed by Huawei Mate 20 and vivo Y93s

Huawei's quarterly sales share continued to rank first, climbing to 27.8%, while vivo surpassed OPPO to rank second

The top ten models in sales are dominated by OV and Huawei, and OPPO A5 becomes the best-selling model of the quarter

Huawei's user loyalty has increased significantly, and its attractiveness to Apple and OV users has increased

"Triple cameras" and "high pixels" have become mainstream, and the camera has become a battleground for mobile phone hardware competition

01 Analysis of smartphone ownership rate

1. Ownership rate of mainstream mobile phone brands in China in Q1 2019

OPPO's ownership rate surpasses iPhone, reaching 20.1%

In Q1 2019, the top five mobile phone brands in China were Huawei, OPPO, iPhone, vivo and Xiaomi, with Huawei ranking first with a ownership rate of 22.4%.

2. Trends in the ownership rates of mainstream mobile phone brands in Q1

iPhone ownership rate drops to third place

The top three mobile phone brands in terms of ownership rate are Huawei, OPPO and iPhone. Among them, the ownership rates of domestic mobile phone brands Huawei and OPPO both showed a fluctuating growth trend, while the ownership rate of iPhone dropped significantly compared with the previous quarter.

Perhaps driven by the launch of new models such as Xiaomi 9 and Xiaomi 9 SE, Xiaomi's brand retention rate climbed to 10.4% this quarter.

3. Q1 Mainstream Mobile Phone Brands Distribution by City Level

Among iPhone users, users in new first-tier cities accounted for ***

Among iPhone users, the proportion of users in first-tier cities and users in new first-tier cities is similar; less than 10% of OV users are distributed in first-tier cities; the city level distribution of Huawei and Xiaomi users is relatively even.

4. Distribution of mainstream mobile phone brands and models in Q1

iPhone X internal proportion increased to 13.1%

5. 3-month retention rate of new models launched in Q4 2018

Among new models, iPhone XR has the highest retention rate after three months of release, at 0.38%.

6. Trends in iPhone model distribution

The iPhone XS and iPhone XS Max, which were released simultaneously in September last year, saw their internal sales share increase to 1.3% and 3.8% respectively.

As of March 2019, the in-brand share of iPhone 7 Plus was 13.5%, still ranking first; the in-brand share of iPhone X continued to grow, possibly due to the upgrade of users of old models; the in-brand shares of iPhone XS Max, iPhone XR and iPhone XS rose to 3.8%, 2.6% and 1.3% respectively.

02 Smartphone Sales Analysis

1. Sales volume of domestic mobile phone brands in Q1 2019

Vivo's sales share surpassed OPPO, accounting for 20.8% of sales

In Q1 2019, the top five domestic mobile phone brands in terms of sales volume were Huawei, vivo, OPPO, Xiaomi and iPhone, with Huawei ranking first with a sales volume share of 27.8%.

2. Trends in sales share of mainstream mobile phone brands in Q1

OPPO's sales share has declined significantly this quarter

In Q1 2019, Huawei's sales share was 27.8%, ranking first among mainstream mobile phone brands; OPPO's sales share fell by 22.6% from the previous quarter, while vivo's sales share maintained a steady growth trend; iPhone sales rebounded slightly.

3. Sales volume and price distribution of mainstream mobile phone brands in Q1

More than 80% of smartphones sold in Q1 were priced below 3,000 yuan

The sales share of Huawei's low-end models has increased significantly; the sales share of Xiaomi's new models priced above 4,000 yuan has reached 2.9%.

4. Top 10 mobile phone models sold in Q1

OPPO A5 topped the list with a sales share of 3.3%

OPPO A5, released at the end of July 2018, became the model with the largest sales share in Q1, and OPPO models accounted for 4 seats among the models on the list.

03 Analysis of user loyalty of mainstream mobile phone brands

1. Huawei mobile phone user loyalty

In Q1 2019, Huawei's user loyalty for replacement phones was 42.4%, a figure that has been fluctuating over the past year.

The appeal of iPhone to Huawei users who switch to Xiaomi continues to increase; the proportion of Huawei users switching to Xiaomi has dropped to 7.2%. Although the two brands are similar in terms of user gender distribution*, the overlap in the user groups they attract is not high.

2. OPPO mobile phone user loyalty

OPPO users' loyalty to changing phones has risen to 30%

Huawei's attractiveness to OPPO's replacement users rose to 21.2% this quarter.

3. iPhone user loyalty

iPhone user loyalty declined slightly in Q1 2019

Among iPhone users who replaced their phones in Q1, 16% chose Huawei.

4. Vivo mobile phone user loyalty

32.1% of vivo users who changed their phones still chose this brand

In Q1 2019, the loyalty of vivo users was 32.1%, and another 20.5% of users switched to Huawei; this quarter, the attractiveness of iPhone to vivo users who changed their phones continued to increase, reaching 18.3%.

5. Xiaomi mobile phone user loyalty

Xiaomi user loyalty has declined for two consecutive quarters

In Q1, the proportion of Xiaomi users switching to iPhone increased to 22.6%, reaching a one-year high.

04 Camera features of new models

1. Distribution of camera numbers of newly launched models in the quarter

More than 60% of new models are equipped with three cameras, and cameras have become a battleground in the competition of mobile phone hardware.

As the popularity of “national photography” grows, people’s requirements for mobile phone camera functions and configurations continue to increase, prompting mobile phone brands to launch mobile phones equipped with higher pixels and more lenses.

2. Pixel distribution of front and rear cameras of new models launched this season

The selfie craze has driven the upgrade of mobile phone front cameras, and the proportion of front main cameras with 16 million pixels or above has reached 49%.

New models equipped with rear main cameras of 16 million pixels or above accounted for 42.4%, and the lens configuration of high main camera and low secondary camera has become the mainstream in the market.

05 User portraits of mainstream Android phone brands

1. Huawei mobile phone user portrait

Huawei users: The proportion of female users continues to rise, and more than 50% of users are between 26 and 35 years old

39% of Huawei users are female; Huawei users tend to make friends through channels with attributes of sports, bodybuilding, and intellectual youth.

2. OPPO mobile phone user portrait

OPPO users: Gender ratio is evenly distributed, and the user group tends to be younger

OPPO users show the most obvious interest in clothing accessories and have the highest preference for the two-dimensional social style.

3. Vivo mobile phone user portrait

Vivo users: users aged 35 and below account for more than 90%

Vivo users are more interested in clothing accessories, and have a clear preference for social channels for making friends in the same city.

4. Xiaomi mobile phone user portrait

Xiaomi users: Male users account for a decreasing proportion, and they prefer animation the most

30.4% of Xiaomi users are female, and 84.4% are 35 years old or younger.

Xiaomi users like animation, sports and live chatting, and their most preferred social style is the two-dimensional world.

06 Mobile app installation status

1. Overview of high-end, medium-end and low-end mobile app installation

On average, each high-end machine has 61 apps installed

On average, the number of apps installed in high-end, medium-end and low-end mobile phones is 61, 52 and 42 respectively.

2. App preference index of high-end, medium-end and low-end mobile phone users

The most preferred app among high-end phone users is AirTravel

The most preferred apps for users of high, medium and low-end mobile phones are Air Travel, Interface News and Youliao Kankan.

3. TGI of various apps by users of different brands

The types of apps preferred by users of mainstream Android phone brands vary

The most preferred app types by Huawei and vivo users are sports and fitness and local dating respectively, while OPPO and Xiaomi users both prefer two-dimensional apps.

4. Preference of users of different brands for mobile game apps

Casual mobile games are highly accepted by users of all mobile phone brands

Vivo users have a high preference for battle royale mobile games, with two such games listed in the top 5 apps.

5. Preference of users of different brands for photography apps

Beauty apps are still the mainstream; with the rise of vlogs, apps with video editing functions have quietly come into people's sight

OV users are heavy users of beauty cameras, with 3 of each of them appearing in the top 5 apps for photographic image preference.

6. Mainstream Android phone user app preference index

Xiaomi users have a high preference for short video apps

OPPO, vivo and Xiaomi users all have a certain preference for short video apps, among which Kuaishou has the widest audience.

07 Analysis of domestic operator market

1. Market share of the three major operators

65.7% of Chinese Internet users are China Mobile users

The market shares of China Mobile, China Telecom and China Unicom were 65.7%, 22.4% and 11.9% respectively, and the market share of China Mobile decreased compared with the previous quarter.

2. Market share of the three major operators in mainstream mobile phone brands

OV's mobile users account for 73.9% each

Perhaps due to the influence of the market share of other mobile phone brands, the proportion of telecom users of mainstream mobile phone brands is lower than the overall market share.

3. Trends in market share of the three major operators

Telecom market share further expanded in Q1 2019

Report Description

1. Data Source

• Aurora Big Data is derived from the industry data collection of Aurora Cloud Service Platform and the long-term monitoring of various mobile applications by Aurora iAPP Platform, combined with data mining and statistical analysis conducted by large sample algorithms.

2. Data cycle

• Overall reporting period: January 2018 - March 2019
• Please refer to the notes on each page for specific data indicators

3. Data indicator description

• Retention rate: The total number of active mobile phones in the country calculated based on the number of active mobile phones that have reported data at least once monitored by Jiguang Big Data 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.
• Jiguang App Preference Index: Jiguang Preference Index is an indicator calculated based on the relative relationship between the installed penetration rate of the application in the target population and its total network penetration rate. It is used to reflect the target population's preference for a certain application.

4. Legal Notice

• The data information provided by Jiguang Big Data is estimated and analyzed based on large sample data sampling, small sample surveys, data model predictions and other research methods. Due to the limitations of the methods themselves, the data information estimated and analyzed by Jiguang Big Data based on the above methods is for reference only. Jiguang Big Data does not make any guarantees about the accuracy, completeness, applicability and non-infringement of the above data information. The legal consequences of any actions taken by any organization or individual based on the above data information have nothing to do with Jiguang Big Data, and any disputes or legal liabilities arising therefrom shall be borne by the actor.