Which phone is your phone?

Editor’s note: This article is from WeChat public account “ Aurora JIGUANG ” (ID: lovejpush ).

Aurora (Aurora Mobile, NASDAQ: JG) releases the “Q3 Smart Phone Industry Quarterly Data Research Report 2019”, from smartphone ownership and sales, smartphone user replacement cycle, mainstream mobile phone brand user loyalty , Q3 2019 new model attention, mainstream Android mobile phone brand user portraits and other multi-dimensional analysis of the current market structure of the smartphone industry.

Aurora view

● The stronger is stronger: Huawei ’s Q3, the number one mobile phone brand, has a 4% increase in sales share compared to Q2

● High-end: In the first three quarters of 2019, the sales of mid-to-high-end Android models of 3,000 yuan and above increased by 9.3 percentage points compared with the same period last year.

● The 5G era kicked off: In Q3 2019, domestic 5G mobile phone sales accounted for 0.3%, and 11.8% of users who had a replacement demand waited on 5G mobile phones.

● Low price strategy works: Compared with the 2018 series, the iPhone XS Max accounted for the highest proportion in the initial release, and the “affordable” iPhone 11 in the 2019 series became the best-selling model.

● Huawei continues to grow: In Q3 2019, Huawei’s retention rate maintained its lead, a substantial increase of 6.2 percentage points from Q3 last year. Huawei Mate 30 series is the most concerned model for Q3 users

Smartphone market as a whole

Competition pattern of domestic smartphone sales market in Q3 2019

The stronger the stronger, the number one mobile phone brand Huawei Q3 sales share increased by 4 percentage points

● In Q3 of 2019, the top three domestic mobile phone sales share is Huawei, vivo and OPPO, with sales share of 32.1%, 24.4% and 21.4%, respectively; the price reduction promotion of models in 2018 and the launch of new affordable phones in 2019 promote Apple’s sales share rebounded, Q3 sales accounted for 7.4%

2019 Q3 smart phone industry research: Android phones become stronger, and Apple's low price strategy works

Price range of Android phones in the first three quarters of 2019

Domestic mobile phone sales move towards high-end in 2019

● In the first three quarters of 2019, about 50% of the models were less than 2,000 yuan, which has not changed much compared with 2018. The market demand for low-end and mid-range mobile phones remained stable; Narrow, Android phone sales of 3,000 yuan and above accounted for an increase of 9.3 percentage points compared with the same period in 2018. The domestic Android market is dominated by domestic brands, indicating that domestic mobile phone brands have gained gains in the development of mid-to-high-end models

2019 Q3 smart phone industry research: the stronger Android phones, the cheaper Apple phone strategy works

Replacement cycle for domestic smartphone users

54.4% of users have a replacement cycle of more than two years

● The domestic mobile phone market is in a state of competition. User replacement is the main source of mobile phone sales. The replacement cycle is bound to affect mobile phone sales. Through research, nearly 80% of users have a replacement cycle of more than one and a half years, of which the replacement cycle is The highest proportion of users in 2-3 years, reaching 29.7%

2019 Q3 smart phone industry research: Android phones become stronger, and Apple's low price strategy works

Change trend of user replacement cycle

Over 40% of Apple phone users think that their replacement cycle becomes longer

● 33.0% of users believe that the replacement cycle is getting longer. The proportion of iPhone users who hold the view that the replacement cycle is getting longer is 41.0%. The mainstream mobile phone brands account for the highest proportion.

2019 Q3 smart phone industry research: Android phones become stronger, and Apple's low price strategy works

Changes in domestic mobile phone brand ownership in Q3 2019

Huawei’s retention rate in Q3 stays ahead, an increase of 6.2% year-on-year in Q3

● Huawei’s ownership rate is close to 30%, an increase of 2.6 percentage points from Q2; iPhone retention rate is 19.1%, ranking second; OPPO retention rate is 17.3%, ranking third; retention rates of other mobile phone brands other than Top 5 are further Down, Q3 is 9.2%

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low-price strategy works

New phones and 5G mobile phones this quarter

Attention of new models in Q3 2019

Huawei Mate 30 series is the model most concerned by Q3 users

● Huawei’s Mate30 series has become the model with the most attention from users with replacement needs, opening up the gap with other recently released new phones; Xiaomi 9 pro 5G mobile phones have also received 15.3% of users’ attention; released at the end of September Among the iPhone 11 series, iPhone 11 Pro Max has the highest attention, reaching 9.9%

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low price strategy works

Most likely to buy a new model

Huawei Mate30 series has become the model of choice for users who have the most replacement needs.

● Huawei Mate 30 pro and Mate 30 were ranked as the most likely models by 27.7% of the replacement users, and Xiaomi Mi 9 Pro ranked third with a 9.6% share.

iPhone special research

Internal sales of Apple models in Q3 2019

iPhone XR becomes Q3 sales leader, new iPhone 11 enters sales top 5

● The iPhone XR ’s price reduction strategy in China won the sales champion. The new low-priced iPhone 11 released at the end of September 19 also gained an internal quarterly sales share of 8.0%. The momentum of the “affordable” iPhone in 2019 cannot be underestimated. / p>

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low price strategy works

Internal share of iPhone models in Q3 2019

Apple users holding 2017 and earlier series models account for over 80%

● Analyzing the impact of annual model share on Apple ’s mobile phone user structure, we can see that the models released in 2018 (iPhone XS series and iPhone XR) accounted for 14.8% of the stock in Q3 of 2019, which is significantly lower than the 2017 release. The proportion of models in Q3 2018 (22.9%), indicating that the contribution of models in 2018 is lower than the performance of new models in 2017 one year later; the iPhone11 series has a retention rate of 0.6% in Q3, slightly higher than 2018 The retention rate of the new machine in the release season

2019 Q3 smart phone industry research: the stronger the Android phone, the lower the price of Apple's mobile phone strategy works

Internal share of new iPhone 11 series in 2019

In the iPhone 2019 series, iPhone 11 became the best-selling model in the early stages of sales

● Unlike last year’s top iPhone XS Max, which had the most eye-catching sales in the early stages of its release, this year’s “low-cost” new iPhone 11 accounted for most of the new phone sales in Q3 2019. The affordable price of the basic model has brought about significant changes in the sales structure of Apple’s new machine, which is also expected to help Apple gain greater market share in the fourth quarter of 2019.

2019 Q3 smartphone industry research: Android phones are stronger, Apple handsThe low price strategy of the machine works

Q3 iPhone user loyalty

Q3 iPhone user loyalty fell 6.2% quarter-on-quarter quarterly

● Since Q3 is a fixed new iPhone release cycle, Q3 ’s user loyalty will decrease compared to other quarters. For example, Q2 ’s loyalty last year was 62.3% and Q3 was 61.5%; this year ’s Q3 iPhone loyalty has declined even more. Large, Q2 loyalty is 62.4%, Q3 loyalty is 56.2%

● The biggest reason for the decline in loyalty among Q3 iPhone replacement users is that the proportion of iPhone replacement users who choose Huawei phones has further increased to 22.9%, an increase of 5.3 percentage points from Q2.

2019 Q3 smart phone industry research: the stronger Android phones, the cheaper Apple phone strategy works

Concerns for users buying popular new machines

When choosing a new phone, over 30% of users will pay attention to the mobile phone brand

● Brand, fluency and system design are the three factors that attract the most attention of users when choosing the new machine above. Male users pay more attention to fluency and battery life than women, and women pay more attention to camera effects and design. Higher than men

2019 Q3 smart phone industry research: Android phones become stronger, and Apple's low price strategy works

Q3 5G mobile phone sales share in 2019

11.8% of users need to wait and see 5G mobile phones, but the actual Q3 5G mobile phone sales account for 0.3%

● After the release of 5G commercial licenses, 5G mobile phones from mainstream mobile phone manufacturers in Q3 have been launched.On sale; 11.8% of users who are interested in changing phones will wait for 5G mobile phones; given that 5G network coverage and the 5G ecosystem are still under construction, most users choose to wait and see. In Q3 2019, domestic sales of 5G mobile phones accounted for 0.3% .

2019 Q3 smart phone industry research: the stronger Android phones, the cheaper Apple phone strategy works

Huawei Special Study

Q3 Huawei mobile phone user loyalty

About half of Huawei ’s replacement customers still choose Huawei phones

● The reasons for the dazzling performance of Huawei Q3’s retention rate and sales ratio can be further analyzed from the user loyalty and the layout of the “machine-sea tactics”

● From the perspective of loyalty, Q3 Huawei mobile phone users ’loyalty has further improved, reaching 48.8%; Huawei ’s replacement users choose iPhone to 17.5%; high user loyalty is one of the guarantees of Huawei ’s market position. p>

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low price strategy works

Huawei mobile phone user portraits (1)

Huawei Mate and P-series users account for over 15% in first-tier cities

● The layout of the “machine sea” tactics is a very important part of Huawei’s excellent market performance. According to the brand division of Huawei’s official website, Huawei mobile phones and Honor mobile phones can be roughly divided into 7 product lines. Huawei Mate series and P series belong to the flagship series. The users of the two are higher in first-tier, new first-tier and second-tier cities; Huawei Mate series men Over 60% of users are higher than P series; P series have a higher proportion of users under 25 years of age

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low price strategy works

Huawei mobile phone user portraits (2)

Huawei nova series has a high proportion of female users, Maimang series has a high proportion of middle-aged and older users over 45 years old, and Changxiang enjoys a high proportion of users in the sinking market.

● Huawei nova series is mainly targeted at the female market, with female users accounting for 57.3%; Maimang series focuses on middle-aged and elderly groups, with users over 45 years old accounting for 39.1%; Changxiang series has more sinking users, and third-line users and below account for 58.8 %

2019 Q3 smart phone industry research: the stronger Android phones, the cheaper Apple phone strategy works

Glory mobile phone user portrait

The Honor series accounts for 75.8% of the users under 35 years old, and the third-line users of the Play Series and below account for 60.8%

● The Honor mobile phone is a brand of Huawei Group. The Honor series focuses on young and middle-aged groups, with users under 35 accounting for 75.8%; the Honor Play Series adds extra weight to the middle-aged and elderly markets, and users over 45 account for 28.9 %, Third-tier users and below accounted for 60.8%

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low price strategy works

Research on loyalty of OV and Xiaomi Q3

User loyalty of mainstream mobile phone brands-OPPO

OPPO users ’loyalty to swap has dropped to 27.0%

● In Q3 2019, the loyalty of OPPO users was 27.0%, a decrease of 2.5 percentage points from Q2; Huawei ’s attractiveness to OPPO users during the quarter was still increasing, reaching 27.5%, exceeding the proportion of the original brand choice; OPPO The percentage of users who choose to switch to vivo has increased to 19.5%

2019 Q3 smart phone industry research: the stronger Android phones, the cheaper Apple phone strategy works

User loyalty of mainstream mobile phone brands-vivo

The proportion of vivo replacement users still choose this brand rises to 32.7%

● In Q3 2019, the loyalty of Vivo users was 32.7%; Huawei ’s appeal to Vivo replacement users in this quarter is still increasing, reaching 26.3%

2019 Q3 smart phone industry research: Android phones are stronger, and Apple ’s low price strategy works

User loyalty of mainstream mobile phone brands-Xiaomi

Xiaomi’s Q3 loyalty is the same as Q2, reaching 31.1%

● The loyalty of Xiaomi users in Q3 2019 is 31.1%, which is the same as Q2; Huawei ’s attractiveness to Xiaomi replacement users is still increasing this quarter, reaching 24.6%

2019 Q3 smart phone industry research: the stronger Android phones, the cheaper Apple phone strategy works

Report description

1. Data source

1) Aurora (Aurora Mobile, NASDAQ: JG), industry data collection from Aurora Cloud Service Platform and long-term monitoring of Aurora iAPP platform for various mobile applications, combined with data mining and statistical analysis by large sample algorithms 2) Aurora research data, online research through Aurora research platform; 3) Other legally collected data. All of the above are based on relevant laws and regulations, legally authorized by the user to collect data, and form a data analysis report after desensitizing the data.

2. Data period

Overall report period: January 2018-October 2019.

3. Data indicator description

Retention rate: Based on at leastThe total number of active mobile phones in the country estimated from the number of active mobile phones reported at one time

Sales: National mobile phone sales based on the increase in the number of mobile phones monitored by Aurora in a specified period of time

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

Please refer to each page for specific data indicators.

(The cover image is from Pexels)