Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.Smartphone brand image by ownership

Q: What is the brand of the smartphone that you currently use to answer the survey?, SA

Smartphone ownership

Samsun

gApp

leOPP

OSo

ny Asus

Lenovo LG HTC

Xiaomi

Huawei

Nokia

Acer

Blackbe

rryOthe

rs

Samsung has the most share by 31% especially popular among female. Apple is No.2 with 23%

Q: What is the brand of the smartphone that you currently use to answer the survey?, SA

Satisfaction by product ownership

Apple Samsung Sony OPPO LG Lenovo Asus Total

10%23% 23%

35%50%

36%

36%

25%38%

41% 50% 30%

22%

41%16%

36%

51%30% 23% 30%

17% 23% 28% 33%

4% 11%16%

4%

Dissatisfied Dissatisfied a little AverageSatisfied Very satisfied

Apple owners have the highest satisfaction level followed by Sony

Q: What are the mobile phone brand that you think is "Luxurious", MA

Brand Image - Luxurious

Apple

Samsun

gNoki

aHTC So

nyOPP

O LGLen

ovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

Tôi kh

ông b

iết

Khác,

ghi rõ

:

IOS user considers iPhone as “Luxurious”

Q: What are the mobile phone brand that you think is “cheap”?, MA

Brand Image - Cheap

Apple

Samsun

gNoki

aHTC

Sony

OPPO LG

Lenovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

I do n

ot thi

nk ab

out a

nyOthe

rs

Xiaomi is federated with cheap image especially from male and IOS users

Q: What are the mobile phone brand that you think is ”bad quality“?, MA

Brand Image – Bad quality

Apple

Samsun

gNoki

aHTC So

nyOPP

O LGLen

ovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

I do n

ot thi

nk ab

out a

nyOthe

rs

Xiaomi and Huawei are federated with “bad quality” the most among all the brands

Q: What are the mobile phone brand that you think is ”brand for youth“?, MA

Brand Image – Brand for youth

Apple

Samsun

gNoki

aHTC So

nyOPP

O LGLen

ovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

I do n

ot thi

nk ab

out a

nyOthe

rs

Samsung got the most popularity, followed by OPPO

Q: What are the mobile phone brand that you think is ”brand for adult“?, MA

Brand Image – Brand for adult

Apple

Samsun

gNoki

aHTC So

nyOPP

O LGLen

ovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

Tôi kh

ông b

iết

Khác,

ghi rõ

:

Apple is No.1, especially gathering the popularity from female and IOS users

Q: What are the brand that you consider to buy next? (up to 3), MA

Brand to consider for the next purchase (Up to 3)

Apple

Samsun

gNoki

aHTC

Sony

OPPO LG

Lenovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

Tôi kh

ông b

iết

Khác,

ghi rõ

:

80% of iPhone users considers to stick with Apple brands

Q: What are the brand that you consider to buy next the most?, SA

Brand to consider for the next purchase (the most)

Apple

Samsun

gNoki

aHTC So

nyOPP

O LGLen

ovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

Tôi kh

ông b

iết

Khác,

ghi rõ

:

69% of iPhone users strongly considers to stick with Apple brands

Total Score comparison

Apple

Samsun

gNoki

aHTC

Sony

OPPO LG

Lenovo Asus

Blackbe

rryXiao

mi

Huawei

Acer

Summary• Samsung has the most share by 31% especially popular

among female. Apple is No.2 with 23%• Apple is strongly federated with the brand image of

Luxurious, especially among the current iPhone users• Xiaomi and Huawei are associated with the negative

images of cheap and bad quality• Samsung is more associated with “for youth” image while

“Apple” is more for adult• Both of Samsung and Apple have the best popularity in

terms of “brand to consider”. 80% of iPhone users considers to stick with Apple brands

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Respondent profilesOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research

<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-

17%

8% 8% 8% 8% 8% 7% 7% 7%

22%

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Stats Q&Me

Active users by age Urban user ratio (top 6 provinces)

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

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