New tiger in mobile market: Its OnePlus, not Apple

For years, US smartphone maker Apple has ruled the markets across the world. Having an Apple device is still a status symbol. But, the time is changing, as chinese smartphonemakers are now marketing their devices more aggressively. 

According to the latest CMR Mobile Industry Consumer Insight (MICI) Survey findings,  consumers are not focusing on smartphone specifications, but interestingly looking at premium smartphone brands as  devices that “make them feel powerful” (55%), as “an extension of their lifestyle” (49%), and makes them feel like “they have arrived” (30%).

Among upcoming smartphone brands, the one that consumers are keenly looking for is OnePlus (36%), followed by Apple (34%) and Samsung (18%). The OnePlus appeal and promise is very high among consumers, the study says.  In the age group of 18-32, 59 percent of those surveyed favour OnePlus, and it reigns supreme as the brand of choice for aspirational buyers seeking to buy premium smartphones.

In the above-40 age group, with 15 percent of those surveyed indicated OnePlus as their choice for their next smartphone.  This trend points to OnePlus’s growing and enduring brand salience, a definite worrying sign for other premium Smartphones, with its appeal cutting across consumer segments.

While all premium smartphone brands enjoy significant brand loyalty among their users, there is a small percentage of users who are considering switching to other brands. Among such users, the maximum traction to a particular smartphone brand was studied. While Apple emerged as a potential choice for OnePlus users (6%) and Oppo users (18%), OnePlus stands to gain from brand switching by users currently using Apple (9%), Samsung (15%) and Vivo (16%). A small percentage of current Apple users are considering switching to OnePlus. Samsung stands to gain from brand switching by Nokia users (9%).

Consumers look up to Apple as “the industry leader”(89%), noting it for its “innovation” (78%). Amongst women, Apple is known for its “camera” (77%). On the other hand, Samsung was noted by survey respondents for its “durability” ( 74%), and “high repeat purchase value” (46%).  Among students, 55% noted Samsung for its “long usable life”. Consumers consider OnePlus as the “brand that one can flaunt” (65%).

The MICI Survey findings also allude to the fact that smartphone upgrades are driving the market. Consumers want to upgrade to a premium smartphone with good build and design that provides exceptional speed and performance, and amazing gaming experience. At least 83 percent of those surveyed indicated that they upgrade their smartphone every 1-2 years.