According to the report, Huawei is still performing well, not only occupying the first place in the Android smartphone market share, but also has the highest brand loyalty among the major mobile phone brands. There has been little enthusiasm to update their phones, with most android users still using systems below android8, and there are clear differences in user profiles between different phone brands.

The data shows that

  • Data period: 2019.1 to 2019.3;

  • Brand loyalty: the percentage of users who still choose this brand when changing phones among the mobile phone brands;

  • Brand share: the number of terminals of each mobile phone brand/the total number of terminals of the replacement;

  • Replacement model occupancy: the number of terminals of each mobile phone model/the total number of terminals for replacement;

  • Share of new models: number of terminals using each new model/number of terminals using all new models;

  • Interest preference TGI: Interest preference proportion of a certain population/interest preference proportion of the whole population *100.

Report Points:

  • In 2019Q1, Huawei accounted for 23.92% of the market, maintaining the first place in the Android smartphone market for three consecutive quarters;

  • Due to the downward impact of the economic environment, the market share of all mainstream Android phone brands in 2019Q1 declined slightly, while the market share of some brands increased slightly;

  • Huawei mobile phone iteration update speed is fast, mobile phone models are rich, users use the Top5 models account for 17.14%;

  • Users are not enthusiastic about updating their mobile phone systems. The percentage of users who update to android9 is not high among all android phone brands.

  • In 2019Q1, Huawei has the highest user loyalty (55.81%), VIVO (39.43%) and OPPO (36.14%);

  • In terms of phone brands, users are more likely to choose the original phone brand when replacing the phone. In terms of phone models, Vivo X23 and OPPO R17 are the most popular models for users to choose when replacing the phone.

  • The GALAXY S10 performed well, becoming the first choice of Samsung phone users to replace their handsets within a month of its launch, driving up Samsung’s market share by 2.4% month-on-month.

I. Industry overview

Huawei phones took the top spot in the Android smartphone market with a market share of 23.92 percent, followed by OPPO (21.87 percent) and VIVO (19.96 percent).


Year-on-year, the market share of all mobile brands has increased; On a quarter-on-quarter basis, Huawei, OPPO and VIVO saw their market share fall slightly, while Samsung, Xiaomi and Meizu saw their market share rise slightly.

From the perspective of model distribution of various mobile phone brands, huawei’s mobile phone models are relatively scattered, with the Top5 models accounting for 17.14%. OPPO and meizu have more concentrated user models, with the Top5 models of meizu accounting for 38%.

Samsung’s GALAXY S10 has the highest share among all new models of the 2019Q1. Since its launch on February 21, it has become the first choice for Samsung mobile phone users to replace their handsets in just one month, and it is believed that it can rank among the Top5 Samsung mobile phone models in the second quarter.

According to the distribution of mobile phone brands, huawei and xiaomi are the most popular mobile phone users, with android9 accounting for 18.51 percent and 14.69 percent, respectively. OPPO and VIVO users are not keen on updating their mobile phone systems, while meizu users are still using android7 or less.

Second, replacement user analysis

Huawei phone users are the most loyal, with brand loyalty reaching 55.81% when changing phones, followed by VIVO phone users with brand loyalty of 39.43%, and Meizu phone users with the lowest loyalty of 16.18%. Brand loyalty for Xiaomi and Samsung phones increased compared to the 2018Q4.

Based on the insight of users’ brand preference for phone replacement, it is found that most users prefer to choose the original phone brand when changing their phones, while meizu and Samsung phone users prefer Huawei phone when changing their phones.

According to the big data analysis of all the replacement models of the users, it is found that the preferences of the users are relatively scattered when choosing the model of the replacement, Vivo X23 and OPPO R17 are the popular models when the users choose the replacement. The top six mobile phone brands (huawei, OPPO, VIVO, xiaomi, meizu, Samsung) preferred replacement models are huawei Mate20, OPPO R17, VivoX23, redmi note7, redmi note7, GALAXY S10.

Third, user portrait analysis


Among huawei mobile phone users, 57.4% are male and 39.3% are 25-34 years old. According to TGI data, Huawei mobile phone users like to travel, drive on behalf of customers and travel for business. Compared with other groups, huawei mobile phone users are more business elite.

There is no significant gender difference among OPPO mobile phone users, with male and female accounting for 50.8% and 49.2% respectively. In terms of age distribution, users tend to be younger, with users aged 18-34 accounting for 70.6%. From the perspective of city level distribution, users mainly come from fourth-tier cities and below.

Males account for 54.1% of VIVO mobile phone users, and users aged 18-34 account for 70.2%. This group is also younger, and mainly comes from fourth-tier cities and below. Interest Preference TGI data shows that VIVO mobile phone users are more interested in group buying, driving test and beauty makeup.

Male users account for 67.1% of xiaomi’s mobile phone users, which is the highest among all the mobile phone brands. They are mainly 25-34 years old and mainly come from second-tier cities and below. According to TGI data, mi phone users pay more attention to life and leisure.

The majority of meizu users are male, accounting for 62.2%. In terms of age distribution, in addition to young users aged 18-34, users aged 45+ also account for a certain proportion.

The majority of Samsung users are women, accounting for 55.4% of the total, and the age range is between 25 and 44 years old. According to TGI data, Samsung users have more leisure time and are more interested in listening to music, watching videos and health care.

Reprinted from: 99IT Internet Data Center