It is understood that the report data is based on a quantitative analysis of the Weibo users' active behavior data in 2017. The data range comes from the current microblog monthly active 411 million users, of which the mobile terminal accounted for up to 93%. Weibo through the analysis of users The phone model gives real and valid data.
Weibo active users use mobile phone brand share rankings, ranking first is still iPhone, OPPO, vivo, Huawei, millet ranked first five.
Weibo new device brand share list followed by: iPhone, vivo, OPPO, Huawei, Xiaomi.
Retention rate refers to whether the user's last mobile phone is the same brand as the next mobile phone. He is an important indicator to measure user loyalty to the mobile phone brand. According to the report, the brand retains the ranking in the brand retention rate when the brand changes. The iPhone is the highest, followed by Huawei, Vivo, and Xiaomi.
The analysis of the report indicated that although Apple maintained its lead in microblog stock and new device rankings, its share had a significant decline, and its retention rate even fell by 5%. Samsung, which once led the Chinese Android market , Even though the classic curved surface design was launched in 2017, global shipments began to pick up, but it is still impossible to avoid a decline in stock share and ranking in the Chinese market. In particular, the active stock share has dropped to 3%.
In addition, the report also gives the flow direction data of the user's replacement. From the following data, it can be clearly seen that the iPhone user flows to Huami OV domestic manufacturers.
In the high-end model market, Huami OV poses no small challenge to Apple. Taking Huawei P10, OPPO R11, vivo X20 and Xiaomi 6 as examples, iPhone has become an important inflow source brand. Among them, Huawei P10's new machine source accounted for The highest, reaching 35%; Vivo X20 and OPPO R11 inflow ratio, Apple users inflow ratio; Millet 6 also has 16% of Apple users inflow ratio.
As for the trend of the smart phone market, the report also pointed out that the thousand yuan mobile phone is no longer favored and the user replacement cycle is longer. Currently only about 1.1% of Weibo users are interested in buying mobile phones under 1,000 yuan, and more than 57.3% of users More inclined to purchase mobile phones over 2,500 yuan. At the same time, compared with 2016, 44% of subscribers will replace mobile phones within one year, the user replacement cycle becomes longer, close to 50% of users two years of replacement. In addition, 26-35 years old White-collar workers became the main force for replacement in 17 years, 58% of users had used at least 5 smart phones.