Consulting firm Strategy Analytics on April 13 released a consumer research report on Chinese smartphone brands with operations in the United Kingdom, including Xiaomi, OPPO, vivo, Honor and OnePlus. According to the study, 80% of British respondents believe that Samsung and Apple are still in a leading position or rising within the country’s smartphone market.
In addition, roughly half of the respondents think that Xiaomi occupies a leading or rising position in terms of brand development. Half of the respondents think that OPPO is a rising brand, while roughly a third think Honor is on the rise.
The study surveyed consumers’ perceptions, brand considerations and purchase intentions regarding foreign smartphone brands within the British market. It analyzed the timeline of current smartphones planned to be purchased by users. It also analyzed the influence of challenging brands such as Xiaomi, OPPO, vivo, Honor, realme and Alcatel, as well as market leaders Samsung and Apple.
Over one third of consumers have a positive brand awareness of Xiaomi, and the proportion of consumers considering buying this brand will soon reach more than 10%. The popularity of other Chinese brands is also rising.
According to the report, Apple’s influence among female respondents in particular is unparalleled. Meanwhile, Xiaomi, Honor and other Chinese brands tend to see a higher proportion of male customers within the British market.