Report about smartphone brand images among smartphone owners. Check out the brand image differences between Apple and Samsung

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

2. Q: What is the brand of the smartphone that you currently use to answer the survey?, SA
Smartphone ownership
Samsun
g
Apple OPPO Sony Asus Lenovo LG HTC Xiaomi Huawei Nokia Acer
Blackbe
rry
Others
Female 40% 23% 9% 6% 4% 3% 3% 2% 0% 2% 1% 0% 0% 6%
Male 23% 22% 8% 5% 6% 6% 4% 4% 4% 1% 1% 1% 0% 15%
All 31% 23% 9% 5% 5% 5% 4% 3% 2% 1% 1% 1% 0% 11%
Samsung has the most share by 31% especially popular among female. Apple is No.2
with 23%

3. Q: What is the brand of the smartphone that you currently use to answer the survey?, SA
Satisfaction by product ownership
4% 11%
16%
4%10%
23% 23%
35%
50%
36%
36%
25%
38%
41% 50% 30%
22%
41%
16%
36%
51%
30%
23%
30%
17% 23% 28% 33%
Apple Samsung Sony OPPO LG Lenovo Asus Total
Dissatisfied Dissatisfied a little Average Satisfied Very satisfied
Apple owners have the highest satisfaction level followed by Sony

4. Q: What are the mobile phone brand that you think is "Luxurious", MA
Brand Image - Luxurious
Apple
Samsu
ng
Nokia HTC Sony OPPO LG
Lenov
o
Asus
Blackb
erry
Xiaomi
Huawe
i
Acer
Tôi
không
biết
Khác,
ghi rõ:
Female 58% 36% 6% 5% 14% 15% 3% 2% 4% 3% 1% 1% 0% 1% 1%
Male 59% 32% 2% 5% 12% 10% 3% 1% 4% 4% 2% 1% 2% 1% 3%
IOS 87% 20% 3% 4% 9% 8% 1% 1% 1% 6% 1% 1% 2% 1% 0%
Android 50% 38% 4% 5% 14% 13% 4% 2% 5% 3% 2% 1% 1% 1% 2%
All 58% 34% 4% 5% 13% 12% 3% 1% 4% 4% 2% 1% 1% 1% 2%
IOS user considers iPhone as “Luxurious”

5. Q: What are the mobile phone brand that you think is “cheap”?, MA
Brand Image - Cheap
Apple
Samsu
ng
Nokia HTC Sony OPPO LG Lenovo Asus
Blackbe
rry
Xiaomi Huawei Acer
I do not
think
about
any
Others
Female 2% 12% 19% 5% 0% 17% 5% 15% 12% 4% 17% 14% 6% 10% 0%
Male 2% 11% 15% 5% 3% 12% 5% 19% 17% 2% 26% 17% 6% 6% 2%
IOS 7% 12% 16% 5% 1% 15% 4% 17% 12% 5% 25% 15% 7% 7% 1%
Android 0% 12% 17% 5% 2% 14% 5% 17% 15% 2% 20% 16% 6% 8% 1%
All 2% 12% 17% 5% 1% 14% 5% 17% 14% 3% 22% 16% 6% 8% 1%
Xiaomi is federated with cheap image especially from male and IOS users

6. Q: What are the mobile phone brand that you think is ”bad quality“?, MA
Brand Image – Bad quality
Apple
Samsu
ng
Nokia HTC Sony OPPO LG Lenovo Asus
Blackbe
rry
Xiaomi Huawei Acer
I do not
think
about
any
Others
Female 2% 1% 4% 7% 2% 9% 7% 11% 5% 5% 22% 15% 9% 22% 1%
Male 2% 5% 4% 6% 2% 13% 5% 13% 9% 6% 15% 24% 17% 15% 1%
IOS 2% 4% 2% 5% 2% 11% 6% 14% 7% 5% 23% 14% 10% 18% 0%
Android 2% 3% 5% 6% 2% 12% 6% 11% 7% 5% 17% 21% 14% 18% 1%
All 2% 3% 4% 6% 2% 12% 6% 12% 7% 5% 18% 20% 13% 18% 1%
Xiaomi and Huawei are federated with “bad quality” the most among all the brands

7. Q: What are the mobile phone brand that you think is ”brand for youth“?, MA
Brand Image – Brand for youth
Apple
Samsu
ng
Nokia HTC Sony OPPO LG
Lenov
o
Asus
Blackb
erry
Xiaomi
Huawe
i
Acer
I do
not
think
about
any
Others
Female 11% 41% 22% 2% 6% 31% 10% 5% 7% 1% 3% 4% 3% 9% 1%
Male 20% 36% 17% 7% 9% 28% 7% 9% 8% 3% 12% 5% 3% 7% 1%
IOS 28% 28% 27% 3% 5% 24% 5% 3% 5% 2% 3% 2% 0% 7% 1%
Android 13% 41% 16% 6% 8% 31% 9% 8% 8% 2% 9% 6% 4% 8% 1%
All 16% 38% 19% 5% 7% 29% 8% 7% 8% 2% 8% 5% 3% 8% 1%
Samsung got the most popularity, followed by OPPO

8. Q: What are the mobile phone brand that you think is ”brand for adult“?, MA
Brand Image – Brand for adult
Apple
Samsu
ng
Nokia HTC Sony OPPO LG
Lenov
o
Asus
Blackb
erry
Xiaomi
Huawe
i
Acer
Tôi
không
biết
Khác,
ghi rõ:
Female 44% 31% 27% 11% 16% 11% 10% 4% 5% 10% 1% 2% 3% 6% 1%
Male 32% 32% 34% 9% 16% 11% 9% 7% 7% 15% 4% 3% 4% 5% 1%
IOS 51% 24% 27% 8% 16% 2% 8% 4% 2% 9% 1% 0% 1% 8% 0%
Android 34% 34% 32% 11% 16% 13% 10% 6% 7% 14% 4% 3% 4% 4% 1%
All 38% 32% 31% 10% 16% 11% 9% 6% 6% 13% 3% 3% 3% 5% 1%
Apple is No.1, especially gathering the popularity from female and IOS users

9. 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
Samsu
ng
Nokia HTC Sony OPPO LG
Lenov
o
Asus
Blackb
erry
Xiaomi
Huawe
i
Acer
Tôi
không
biết
Khác,
ghi rõ:
Female 49% 54% 11% 13% 21% 23% 5% 4% 4% 5% 3% 2% 1% 3% 1%
Male 54% 50% 6% 8% 20% 16% 11% 6% 6% 6% 12% 3% 4% 3% 0%
IOS 80% 46% 9% 12% 15% 17% 5% 2% 1% 8% 4% 0% 2% 2% 0%
Android 43% 54% 8% 10% 22% 20% 9% 6% 6% 4% 9% 3% 2% 3% 1%
All 52% 52% 8% 10% 20% 19% 8% 5% 5% 5% 7% 2% 2% 3% 1%
80% of iPhone users considers to stick with Apple brands

10. Q: What are the brand that you consider to buy next the most?, SA
Brand to consider for the next purchase (the most)
Apple
Samsu
ng
Nokia HTC Sony OPPO LG
Lenov
o
Asus
Blackb
erry
Xiaomi
Huawe
i
Acer
Tôi
không
biết
Khác,
ghi rõ:
Female 35% 32% 4% 3% 6% 9% 0% 1% 2% 2% 1% 0% 1% 2% 0%
Male 36% 27% 1% 4% 7% 6% 4% 2% 3% 2% 6% 0% 1% 2% 0%
IOS 69% 15% 4% 2% 2% 3% 1% 0% 0% 3% 0% 0% 0% 2% 0%
Android 25% 34% 2% 4% 9% 9% 2% 2% 3% 2% 5% 1% 1% 2% 0%
All 35% 29% 3% 4% 7% 7% 2% 2% 3% 2% 4% 0% 1% 2% 0%
69% of iPhone users strongly considers to stick with Apple brands

11. Total Score comparison
Apple
Samsu
ng
Nokia HTC Sony OPPO LG Lenovo Asus
Blackbe
rry
Xiaomi Huawei Acer
Luxurious 58% 34% 4% 5% 13% 12% 3% 1% 4% 4% 2% 1% 1%
Cheap 2% 12% 17% 5% 1% 14% 5% 17% 14% 3% 22% 16% 6%
Bad quality 2% 3% 4% 6% 2% 12% 6% 12% 7% 5% 18% 20% 13%
Brand for youth 16% 38% 19% 5% 7% 29% 8% 7% 8% 2% 8% 5% 3%
Brand for adult 38% 32% 31% 10% 16% 11% 9% 6% 6% 13% 3% 3% 3%
Considered to buy 52% 52% 8% 10% 20% 19% 8% 5% 5% 5% 7% 2% 2%
Considered to buy the most 35% 29% 3% 4% 7% 7% 2% 2% 3% 2% 4% 0% 1%

12. 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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