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2013Q1 China Smartphone Market
Quarterly Research Report
(Internal Version)
2013.04
Catalogue
Research Method ...................................................................................................................... 1
Definitions of Concepts ............................................................................................................. 2
Abstract ..................................................................................................................................... 3
Analysis and Discussion ............................................................................................................. 5
Main Body.................................................................................................................................. 6
1. The Development of the Scale of Chinese Smartphone Users in 2013 Q1. ...................... 6
2. The Sales Volume of Chinese Smartphone in 2013 Q1. .................................................... 7
3. The Sales Ratio of Every Brand in Chinese Smartphone Market in 2013 Q1. ................... 7
4. The Sales Ratio of the Smartphone with Different price in Chinese Market of 2013 Q1. 8
5. The Market Share of Chinese Smartphone Brands in 2013 Q1. ........................................ 9
6. The Distribution of Operating Systems in Chinese Smartphone Market of 2013 Q1. ...... 9
7. The User Percentage of Every iPhone Version in Chinese Market of 2013 Q1. .............. 10
8. The Monthly Traffic Distribution of Chinese 3G Smartphone Users in 2013 Q1. ........... 11
9. The Purchase Intension of Chinese Mobile Users in 2013 Q1. ........................................ 12
10. The Investigation of Chinese Smartphone User’s Purchase (Intended) Channel. ......... 13
Legal Declaration ..................................................................................................................... 14
About iiMedia .......................................................................................................................... 15
1
Research Method
This report adopts industry in-depth interview, desk study, etc. with iiMedia’s
owned User Data Monitoring System.
Understanding the major situation about relevant industries by means of
taking in-depth interviews with industry experts, operators, sellers of
mobile phone input method and distributors to collect the relevant data
we need.
Selecting and comparing some of relevant publish information, as well as
referring to the user research data to obtain the data about industry scale
through desk study finally.
Data and information from government
Industry publish information
Corporation Annual Report and Quarterly Report.
Viewpoints published by senior experts in the industry.
Relevant data analysis with iiMedia’s database and Chinese mobile
internet data research community platform (CMOSS).
2
Definitions of Concepts
Smartphone
Smartphone is a generic term of a kind of mobile phone like a personal
computer that owns independent operating system, enables users to
install the third party program, such as software and game and extends
the mobile phone’s function by this kind of program and accessing
wireless network.
Smartphone Software
The Smartphone software is a kind of software that can be installed in the
mobile phone, as well as improving the deficient the original system and
personalization. With the development of technology, currently the mobile
phone’s functions have an increasing number and power instead of being
simple like the past time. Smartphone users must consider the operating
system installed in the mobile phone they buy to decide the relevant
software they will download.
Smartphone Operating System
It is a gathering of system software that controls the program’s working,
manages system resources and provides users with operation interface.
The operating systems installed in the different Smartphone are different.
Nowadays the popular operating systems in the Smartphone market
include Android, iOS, Symbian, etc.
3
Abstract
As of the first quarter of 2013, iiMedia Research displays that the number
of Chinese Smartphone users has reached 420 million and grown
compared 10.3%.
iiMedia Research shows that Chinese Smartphone’s sales volume in 2013
Q1 breakthroughs 59 million and increases 13.2% in comparison with last
quarter.
About Chinese Smartphone’s sales volume in 2013 Q1, iiMedia Research
reveals Samsung is on top with 17.9%, but its lead is relatively weaker
than last year. Among the domestic Smartphone’s brands, the
percentages of Lenovo, Coolpad, Huawei and ZTE are 12.0%, 11.8%,
11.2%, 9.3%. Xiaomi has very strong reserve strength, getting 3.9%
sales in this quarter.
About the sales ratio of the Smartphone at different price level in the
Chinese market of 2013 Q1, iiMedia Research demonstrates that the kind
of Smartphone below RMB2000 lies in the mainstream with 75.9%, while
the high-end Smartphone over RMB4000 occupies 4.5%.
About the market share of Chinese Smartphone brands in 2013 Q1,
iiMedia Research presents that Samsung, Nokia and Apple account for
24.5%, 14.6% and 12.9% respectively. In the first quarter of 2013, the
market shares of domestic brands have increased with different degrees.
Some of them like Lenovo, Huawei, Coolpad and ZTE occupy 9.1%, 8.5%,
8.2% and 7.2%.
At the distribution of operating systems in Chinese Smartphone market in
2013 Q1, iiMedia Research explores Android, iOS and Symbian had been
taking 71.0%, 12.9% and 10.2% each.
4
Among iPhone’s versions in Chinese market of 2013 Q1, iiMedia Research
illustrates that iPhone4 and iPhone4S are still on top currently with 43.5%
and 35.5% users, while iPhone5 has 14.9% users.
iiMedia Research’s data show that the percentage of users who have over
300M monthly 3G traffic on every Smartphone’s platform appears a
obvious difference among the users of Chinese 3G Smartphone in 2013
Q1. Particularly iOS users whose traffic over 300M are close to 50%. The
ratio of Android’s and Windows’ users is very nearly the same, meanwhile,
the monthly traffic of Symbian’s users is relatively low, occupying 5.4%
users who have over 300M traffic.
iiMedia Research demonstrates that there are 73.1% interviewees in 2013
Q1 having the intentions to buy a new mobile phone in the coming
quarter, while 26.9% said they had not.
iiMedia Research presents that the channels of operators and e-business
have been focused mostly by Smartphone users who intend buy a new
mobile phone, with 46.6% and 38.1% users who would consider these
channels first in the future.
5
Analysis and Discussion
In regard to the increasing attention to e-business channel from domestic
Smartphone top brands, the trend of flattening the mobile phone channel
is apparent. In the future, the proportion of the e-business channel will
expand in the mobile phone channel.
With the Smartphone’s continuously popularity and function’s improving,
Smartphone’s substitutability towards some of electronic product is
blindingly obvious, especially for those products like camera and game
machine.
As the severe competition in domestic Smartphone market, some of
Chinese mobile phone manufacturers are struggling to develop oversea
market, the top manufacturers have been putting a lot enthusiasm into it
particularly.
The popular Smartphone shops in China no longer chase after the growth
on quantity only, but also start to concern the growth on profit meanwhile.
However, it seems that this change would not happen in a short term. At
the same time of earning money, the domestic top mobile phone
manufacturers will also pay more attention to build the brand, seeking the
brand premium and brand influence and transiting to the brand-building
from price-oriented gradually.
While mobile phone manufacturers are launching new product and
increasing the pace of product updates, they also have to keep watch the
potential risk in the supply chain. The ability of managing the supply chain
would be having a great effect on the brand performance in the market.
6
Main Body
1. The Development of the Scale of Chinese Smartphone Users in 2013 Q1.
iiMedia Research displays Chinese Smartphone users have reached 420
million and grown compared 10.3% as of the first quarter of 2013.
2.5 2.9 3.3 3.8 4.2
15.1% 13.8%
15.2%
10.3%
0%
5%
10%
15%
20%
0.0
1.0
2.0
3.0
4.0
5.0
2012Q1 2012Q2 2012Q3 2012Q4 2013Q1User Scale(100 million) Growth Rate
7
2. The Sales Volume of Chinese Smartphone in 2013 Q1.
iiMedia Research shows that Chinese Smartphone’s sales volume in 2013 Q1
breakthroughs 59 million, reaches 59.3 million mobile phones and increased
13.2% in comparison with last quarter.
3. The Sales Ratio of Every Brand in Chinese Smartphone Market in 2013
Q1.
2895 3800 4980 5240 5930
31.3% 31.1%
5.2%
13.2%
-5%
5%
15%
25%
35%
0
1000
2000
3000
4000
5000
6000
7000
2012Q1 2012Q2 2012Q3 2012Q4 2013Q1Sales (10 thousand) Growth Rate
17.9%
12.0%
11.2%
11.8% 9.3%
9.9%
4.6% 3.9%
19.4%
Others
BRAND MARKET SHARE
Samsung 17.9%
Lenovo 12.0%
Coolpad 11.8%
Huawei 11.2%
Apple 9.9%
ZTE 9.3%
HTC 4.6%
Xiaomi 3.9%
Others 19.4%
8
At the area of Chinese Smartphone’s sales volume in 2013 Q1, iiMedia
Research reveals that Samsung is on top with 17.9%, but its lead is relatively
weaker than last year; Among the domestic Smartphone brand, the
percentages of Lenovo, Coolpad, Huawei and ZTE are 12.0%, 11.8%, 11.2%,
9.3%; Xiaomi has very strong reserve strength, getting 3.9% in this quarter
4. The Sales Ratio of the Smartphone with Different price in Chinese Market
of 2013 Q1.
(元=Yuan)
About the sales ratio of the Smartphone with different price in the Chinese
market of 2013 Q1, iiMedia Research demonstrates that the kind of
Smartphone below RMB2000 lies in the mainstream with 75.9%, while the
high-end Smartphone over RMB4000 occupies 4.5%.
1000元以下
35.8%
1000-2000
元
40.1%
2000-3000
元
13.7%
3000-4000
元
5.9%
4000元以上
4.5%
9
5. The Market Share of Chinese Smartphone Brands in 2013 Q1.
About the market share of Chinese Smartphone brands in 2013 Q1, iiMedia
Research presents that Samsung, Nokia and Apple account for 24.5%, 14.6%
and 12.9% respectively. In the first quarter of 2013, the market shares of
domestic brands have increased with different degrees. Some of them like
Lenovo, Huawei, Coolpad and ZTE occupy 9.1%, 8.5%, 8.2% and 7.2%.
6. The Distribution of Operating Systems in Chinese Smartphone Market of
2013 Q1.
24.5%
14.6%
12.9%
9.1% 8.5%
8.2%
7.2%
5.2%
2.4% 7.4%
10
71.0%
10.2%
12.9%
3.6%
Others
2.3%
At the distribution of operating systems in Chinese Smartphone market of
2013 Q1, iiMedia Research explores that Android, iOS and Symbian had been
taking 71.0%, 12.9% and 10.2% each.
7. The User Percentage of Every iPhone Version in Chinese Market of 2013
Q1.
iPhone4
43.5%
iPhone4S
35.5%
iPhone5
14.9%
others
6.1%
11
Among iPhone’s versions in Chinese market of 2013 Q1, iiMedia Research
illustrates that that iPhone4 and iPhone4S are still on top currently with 43.5%
and 35.5% users, while iPhone5’s has 14.9%. iiMdedia Research analyses
iPhone users prefer iPhone4(S), and iPhone5’s performance in Chinese market
still remains to be seen.
8. The Monthly Traffic Distribution of Chinese 3G Smartphone Users in
2013 Q1.
iiMedia Research’s data show that the percentage of users who have over
300M monthly 3G traffic on every Smartphone’s platform appears the obvious
difference among the users of Chinese 3G Smartphone in 2013 Q1.
Particularly iOS users whose traffics are over 300M are close to 50%. The
ratio of Android’s and Windows’ users is very nearly the same, meanwhile, the
monthly traffic of Symbian’s users is relatively low, occupying 5.4% users who
have over 300M traffic.
49.0%
21.7%
5.4%
20.2%
12.6%
0% 10% 20% 30% 40% 50% 60%
iOS
Android
Symbian
windows series
Others
Percentage of users over 300M monthly traffics
12
9. The Purchase Intension of Chinese Mobile Users in 2013 Q1.
iiMedia Research demonstrates that there are 73.1% interviewees in 2013 Q1
having the intention to buy a new mobile phone in the coming quarter, while
26.9% said they had not. The research also expresses there are 78.3% users
26.9%
73.1%
not intend to buy
intend to buy
5.4%
78.3%
16.3%
For other people
Replace the original mobile phone
Use with the original mobile phone
together
13
going to buy a new mobile phone to replace the original one among those
have purchase intention, while 16.3% would use a new mobile phone with
the original one together.
10. The Investigation of Chinese Smartphone User’s Purchase (Intended)
Channel.
iiMedia Research presents that the channels of operators and e-business have
been focuses mostly for the Smartphone users who plan to buy a new one,
with 46.6% and 38.1% users who would consider these channels first in the
future. With the gradual transform of every mobile phone brand
manufacturers’ attention towards e-business channel, the percentage of e-
business percentage would be increasing in the coming days.
30.7%
9.6%
24.2%
46.1%
33.4%
6.9%
38.1%
3.1% 7.5%
0%
10%
20%
30%
40%
50%
Intended Purchase Channel
14
Legal Declaration
This report is researched and made by iiMedia Research. The text, images
and graphs in the report are subject to the protection of intellectual property
laws and regulations of People’s Republic of China and Hong Kong Special
Administrative Region. Any non-commercial reports, excerpts and quotations
must be indicated the copyright reference source. iiMedia Research will
provide the relevant government decision-making body, well-known media
and industry research institution with some data quotation, but refuse to offer
free quotations to any business research which infringes iiMedia Research’s
copyright.
The research data in this report are collected from the industry in-depth
interview, user research and desk study. Some data have not permitted by
the relevant operators directly. Meanwhile, the research data are obtained by
sample research methods so that the results are affected by the sample.
Some data may not be able to reflect the real market situation completely.
Therefore, this report is for person’s and company’s market reference only.
We will not bear legal liability with employing this report. Please don’t read
and employ this report before you accept this statement.
15
About iiMedia
iiMedia Research, a world famous third-party data mining and integrated
marketing agency in the mobile internet, started to use the brand ‘iiMedia’
in 2007. iiMedia Research is China’s first authoritative agency in the mobile
internet, smart phone and E-commerce. After 2012, iiMedia Research officially
became a member of CAMIR, which is under the leading of the National
Bureau of Statistics. Among all the members of CAMIR, iiMedia is the only one
who focuses on market research in the mobile internet.
iiMedia Research is in Hongkong, Guangzhou, Tokyo, with independent legal
business operations branch. At present, the company in the mainland areas of
staff of about 70 people, including market research, technology and customer
service staff.
iiMedia Research keep pace with including mobile entertainment, TV, reading,
games, wireless value-added and other major areas closely. iiMedia Research
make good use of advanced information technology, through in-depth and
extensive study of government policy, business, capital operation and
consumer behavior, the network new economy industries to provide
marketing consulting, decision-making basis, investment strategy, market
research and strategic consulting services, professional market research
projects.
As of 2011 September, iiMedia Research released China Mobile Internet
industry chain report more than 500 copies, the famous Chinese and foreign
customers more than 200 , China Mobile Internet senior club membership
over 600, China mobile phone application developers club membership about
25000. CMOSS survey system now has a sample of more than 500000 mobile
phone users.