By the end of 2016, Weibo’s monthly active users exceeded 300 million to 313 million, and mobile terminals accounted for 90%. At the same time, Weibo recorded data on the usage of more than 7,000 major models of mainstream mobile phone manufacturers in the market. It covers almost all smartphone models on the market, and the data analysis of Weibo mobile can directly reflect the market performance of mobile phone brands. Previously, Weibo has already become an important marketing channel for mobile phone manufacturers and an important way to expand brand influence. With the further exploration of Weibo data, it will provide a richer and more effective reference for brand marketing and product development of mobile phone manufacturers.
Huawei, OPPO, and vivo "three-legged" Samsung's overall declineBased on the latest microblog user stock, increment and exchange retention data performance, the market structure of the domestic top four mobile phones (Huawei, Xiaomi, OPPO, vivo) has been broken. Huawei, OPPO and vivo have formed a new situation of "three pillars".
In concrete terms, OPPO and vivo have achieved considerable results due to the positioning of younger and successful channels; the reputation of Huawei's national industry and the popularity of internationalization have added a lot to the brand. In the user stock market, these three brands accounted for 34% of active stock equipment, much higher than the previous year's 23%, and more than the sum of other Android brands. In contrast, Samsung, which once led the Chinese Android market, suffered from security problems, and its stock share and rankings all dropped significantly.
Weibo active equipment brand share ranking
In terms of new equipment brand share, vivo and OPPO grew rapidly, and Huawei increased steadily. The new brands' share of the three brands increased from 29.6% last year to 40.1%, surpassing the total share of other Android brands. At the same time, the gap between Meizu and Samsung is further narrowing.
Weibo new equipment brand share list
From the perspective of the retention rate of each brand, the retention rate of this brand of vivo is the fastest, and OPPO and Huawei maintain a steady growth trend. It is worth mentioning that the domestic Android brand only maintains the retention rate of these three brands, and the brand advantage begins to stand out.
Brand retention rate when brands change
Apple's advantage continues to shrink and the new share declines for the first timeThe improvement of the advantages of domestic mobile phone brands and the growth of market share have accelerated the process of Apple's “going to be needed†in the domestic market. The report shows that although Weibo maintains a leading position in Weibo stock and new equipment rankings, its share has declined for the first time. Especially in the new market, Apple's brand share fell 6%
From the perspective of the global smartphone market as a whole, it is an indisputable fact that Android has seized Apple's share. In February this year, the data agency IDC released a report that shows that in the global total smartphone market in 2016, the market share of Android system reached 85%, an increase of 5.2%; while Apple's iOS market share was 14.3%. It was down 11% year-on-year.
The "reverse attack" of Android system is not only reflected in the increase of market share, but also can be seen from the flow of microblog users in the past two years. The report shows that in the Android user exchange flow, the proportion of choosing Apple has declined for two consecutive years. In 2015, it fell by 6% compared with 2014, and in 2016 it fell by 3% compared with 2015. In the past year, the willingness of Android users to transfer to OPPO, Huawei, and vivo has increased by 5%, 2%, and 6%, respectively, becoming the Android brand that iOS users are most willing to choose when changing phones.
2016 data
2015 data
In particular, in the high-end market, Huawei's OV new top three have formed a big challenge for Apple. Taking Huawei P9, OPPO R9, and vivoX7 as examples, the iPhone has become the most important source of inflow. Among them, Huawei P9 accounted for the highest proportion of new machines, with Apple accounting for the highest proportion, reaching 38%; the replacement of vivo X7 into the brand, iPhone with 20% inflow ratio is equal to the brand; and OPPO R9 has obtained iPhone users 22 The percentage of % inflows is higher than the 18% inflow of the brand.
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