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Q1 mobile phone market data: Apple's retention rate fell to the third Huawei OPPO and Apple opened the gap

via:CnBeta     time:2019/5/15 15:02:18     readed:2353

Aurora perspective:

(a)In 19 years, Q1, Apple's retention rate fell to third.HuaweiAnd OPPO ranked first two, and Apple has a tendency to expand

(a) iPhoneXR became the best model in the first three months of the Q4 in 18 years, followed by Huawei Mate 20 and vivo Y93s.

(a)Huawei’s quarterly sales volume continued to top, with the proportion climbing to 27.8%, and vivo surpassing OPPO’s second.

(a)The top ten models of sales are covered by OV and Huawei, and the OPPO A5 is the best-selling model in the quarter.

(a)Huawei's user loyalty has improved significantly, and the appeal to Apple and OV changers has increased.

(a)"Three shots" and "high pixels" become mainstream, the camera becomesMobile phoneHardware competition

First, the analysis of smartphone retention rate

Aurora big data shows that the top five mobile phone brands in Q1 in 2019 are Huawei, OPPO, iPhone, vivo andMilletAmong them, Huawei ranked first with a 22.4% retention rate.

According to the statistics of Aurora big data, the top three mobile phone brands with the retention rate are Huawei, OPPO and iPhone. The domestic mobile phone brands Huawei and OPPO have a fluctuating growth rate, and the iPhone retention rate has dropped significantly from the previous quarter. Or driven by the launch of new models such as Xiaomi 9, Xiaomi 9 SE, Xiaomi's brand retention rate climbed to 10.4% this quarter.

Aurora big data shows that iPhone users in the first-tier cities and new first-tier cities account for similar proportions; OV users are less than 10% distributed in first-tier cities; Huawei and Xiaomi users have relatively even urban distribution.

According to the statistical results of the agency's big data, in the Q1 mainstream mobile phone brand model distribution, the iPhone X internal proportion increased to 13.1%.

According to the statistical results of the agency's big data, in the new model listed on the Q4 in 2018, the iPhone XR has the highest retention rate of 0.38% for 3 months.

Aurora big data shows that as of March 2019, the iPhone 7 Plus brand accounted for 13.5% of the brand, still in the first place; or affected by the upgrade of the old model users, the internal proportion of the iPhone X brand is still growing; iPhone XS Max The brand internal share of iPhone XR and iPhone XS rose to 3.8%, 2.6% and 1.3% respectively.

Second, smart phone sales analysis

According to the statistics of Aurora Big Data, the sales of domestic mobile phone brands in Q1 in 2019 accounted for Huawei, vivo, OPPO, Xiaomi and iPhone, among which Huawei accounted for 27.8% of sales.

According to Aurora Big Data, Q1 Huawei accounted for 27.8% of sales in 2019, ranking first in mainstream mobile phone brand sales; OPPO lost 22.6% in sales volume in the previous quarter, and vivo sales accounted for steady growth; iPhone sales slightly There is a rebound.

Aurora big data shows that Huawei's low-end models accounted for a significant increase in sales; new models with millet pricing above 4,000 yuan accounted for 2.9% of sales.

Aurora big data shows that the OPPO A5 released at the end of July 2019 has become the model with the highest proportion of Q1 sales, and the OPPO model in the top model has 4 seats.

Third, mainstream mobile phone brand user loyalty analysis

Aurora big data shows that in Q1 2019, Huawei's loyalty to the user is 42.4%, which has been fluctuating in the past year. The appeal of the iPhone to Huawei's switch users continues to increase; the proportion of Huawei's users switching to Xiaomi has dropped to 7.2%. Although the two brands are similar in terms of user gender distribution, the degree of convergence of the attracted users is not high.

Aurora big data shows that OPPO users' loyalty has risen to 30%, and Huawei's appeal to OPPO switch users has risen to 21.2% in this quarter.


According to the statistical results of the agency's big data, iPhone user loyalty declined slightly in Q1 in 19 years. Among the Q1 iPhone replacement users, 16% chose Huawei.


Aurora big data shows that the loyalty of Q1 vivo users in 2019 was 32.1%, and another 20.5% of users turned to Huawei; the iPhone's appeal to vivo changers is still increasing, reaching 18.3%.


Aurora big data shows that Xiaomi user loyalty has declined for two consecutive quarters. The proportion of Q1's millet change users to the iPhone rose to 22.6%, reaching a new high in a year.


Fourth, the characteristics of the new listed camera

With the rising popularity of “national photography”, people's requirements for the function and configuration of mobile phone cameras have been increasing, prompting mobile phone brands to launch mobile phones with higher pixels and more lenses. According to the statistical results of the agency's big data, the new model equipped with three cameras is over 60%, and the camera becomes a battleground for mobile phone hardware competition.


The self-portrait boom led to the upgrade of the front-end camera of the mobile phone, and the proportion of the front-mounted main camera pixel was 16% and 16%. The new models with 16 million or more pixels rear main camera accounted for 42.4%, and the lens configuration with high main camera and low sub camera became the mainstream.


Fifth, the mainstream Android phone brand user portrait

Aurora big data shows that 39% of Huawei users are women, and over 50% of users are between 26-35 years old; Huawei users tend to make friends through channels with athletic bodybuilding and knowledge youth attributes.


According to the Aurora big data, OPPO users have a uniform gender ratio, and the user group is younger. The interest in clothing accessories is the most obvious, and the social style preference for the second element is the highest.


Aurora big data shows that the proportion of users of vivo users aged 35 and under is over 90%, which is more interested in clothing accessories, and has a clear preference for social channels in the city.


According to the statistics of Aurora Big Data, 30.4% of Xiaomi users are women, and 84.4% of users are no more than 35 years old. Xiaomi users like anime, sports and live chat, and the most preferred social style is second.


Sixth, mobile phone app installation situation

Aurora Big Data shows that the average number of apps installed in each high-end, low-end phone is 61, 52 and 42 respectively.


Aurora big data shows that the most preferred apps for high-end and low-end mobile phone users are the navigation, interface news and materials.


Aurora big data shows that the types of apps preferred by mainstream Android mobile phone brand users have their own advantages. The most popular app types for Huawei and vivo users are sports and bodybuilding and friends in the same city. OPPO and Xiaomi users all prefer the second-element app.


Aurora big data shows that vivo users have a higher preference for eating chicken mobile games, and top 5 apps have listed two such mobile games.


The beauty app is still the mainstream; with the rise of vlog, the app with image editing features quietly enters people's attention. Aurora big data shows that the OV user is a heavy user of the beauty camera, and the photography image preference top 5 app is listed in each of the three.


Aurora big data shows that OPPO, vivo and Xiaomi users all have a preference for short video apps, with the fastest audience.


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