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Unless otherwise stated, all figures are taken from our Q2 2019 wave of online research among 115,963 internet users aged 16-64. Among this cohort, there were 109,378 smartphone owners.

(Xiaomi)

Mobile Brands

BRAND ENGAGEMENT

MOBILE OWNERSHIP

of internet users own a smartphone96%

74% of smartphone owners say their mobile is the most important device used for accessing the internet

Consumers in 90% of the markets would stick with the current brand they own for their next purchase

of global smartphone owners plan on buying a new phone or upgrading their existing mobile in the next year64% 39% of smartphone owners in North America

plan on waiting 18-24+ months before upgrading their phone

In Asia Pacific, 1 in 4 smartphone owners possess more than one mobile brand

Having the latest technological products is very important for over 6 in 10 smartphone owners in Asia Pacific

Globally, 41% of smartphone owners have owned their phone for at least one year

18% of smartphone owners have owned their phone for over two years, compared to 15% in 2017

Infinix is the top mobile brand for current ownership in Nigeria (at 19%)

Future consideration% of smartphone owners who would consider buying the following brands

Brand switchersTop mobile brand in each country for current ownership and future purchase consideration

Number of brands owned% of smartphone owners who own the following number of mobile brands

Mobile purchase timeframe% of smartphone owners who plan on upgrading their mobile in the following timeframes

Length of mobile ownership% of smartphone owners who have had their mobile for the following timeframes

42 43 4238

2026

1216

9 9 10 7 8 6

1

71%

80%

78%

86%

79%

2

15%

13%

14%

9%

12%

3

4%

3%

4%

2%

3%

4+

7%

3%

3%

2%

5%

Asia Pacific

Europe

Latin America

Middle East & Africa

North America

Asia Pacific Europe Latin America Middle East & Africa North America

Almost half of respondents in China would consider Huawei when next buying a phone

19%

19%

24%

24%

15%

36%

26%

32%

25%

23%

26%

29%

26%

26%

27%

15%

23%

16%

21%

30%

Canada

CURRENT OWNERSHIP

FUTURE CONSIDERATION

SingaporeChina Sweden

Less than 6 months 6 months - 1 year 1 - 2 years More than 2 years

In 6 to 12 months

35%

26%

32%

28%

25%

Within the next 6 months

30%

18%

31%

33%

15%

In 12 to 18 months

17%

21%

17%

14%

21%

In 18 to 24 months

6%

12%

7%

8%

13%

After 24 months

12%

23%

13%

17%

26%

VS

Samsung owners are more likely than iPhone owners to prioritize price over brand name when buying a new product

iPhone owners are more likely to be image conscious than Samsung owners

Internet users average 3:20 hours online on their mobiles per day

51%

NORTH AM

41%

LATAM

31%

MEA

28%

APAC

Samsung is the most popular brand for current ownership in 28/45 of the markets we survey

The iPhone comes out on top in 13/45 of the markets we survey

Brand ownership by region% of smartphone owners who currently own the following brands

37%

EUROPE

H1 2017 H1 2019