How long are people using their phones?
Japanese consumers tend hold on to their phones much longer than the others. More than half (51.2%) say they don't expect to purchase a new smartphone for at least two years.
Consumers in the Philippines and China expect to upgrade much more quickly--with 70.6% of Filipino respondents and 62.3% of Chinese respondents expecting to purchase a new smartphone within one year.
Since mobile phones in Japan have a 2-3 year lifespan, it makes perfect sense that Apple- the market leader- would rate so highly for device reliability.
Wrap up: Impact of Brand Perception on Purchase behavior
While there are some distinct regional differences, there are also some universal truths that are reflected in this data:
1. Samsung and Apple are viewed as the most ‘innovative’ and ‘easy-to-use’ brands
2. Regional brands Huawei, Oppo, & Xiaomi are consistently ‘good value’ stand-outs
3. Reliability and ease-of-use rankings have the highest correlation to market share leaders
4. Battery life and storage capacity are the most important features for new mobile phone purchases
5. Surfing the internet is the #1 activity across all countries
6. In the country where price matters most (Japan) they also buy the most expensive phones. (we need to dive a little deeper to make sense of this one!)
Coming up next…
In Part 2 we will highlight brand loyalty and how this impacts future purchase decisions. We will look at brands on the rise, brands on the decline, and will compare the behaviors of brand-switchers and brand-loyalists by country.
For more on the results, feel free to contact us, as we have the tabulated data ready for you.