Strategy Analytics data shows that in Q4 2021, UK mobile phone shipments will be 7.3 million units, a slight increase of 1% year-on-year. Apple maintained its No. 1 position among the UK’s four major mobile phone operators, mainly due to strong demand for the iPhone 12 and 13 series. Of the four major UK carriers, Samsung is behind Apple. Xiaomi and OPPO consolidated their positions, benefiting from Huawei’s exit.
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Moreover, Strategy Analytics recently released a survey of Chinese brands such as Xiaomi, OPPO, Vivo, Honor, and OnePlus in the UK. The research examines consumer perceptions, brand considerations, and purchase intentions of foreign mobile phone brands entering the UK market.
The timeline of current smartphones and smartphones planned to be purchased is analyzed, and the brand directions of challenging brands Xiaomi, OPPO, Vivo, Honor, realme, Alcatel, and market leaders Samsung and Apple are analyzed.
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Consumer brand awareness of Xiaomi has crossed the one-third threshold, and the proportion of consumers considering buying the brand will soon reach double digits, while other Chinese brands are also climbing.
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80% of UK respondents believe that Samsung and Apple are still leading or rising in the UK smartphone market; half think Xiaomi is leading or rising in brand direction. Half of the people believe that OPPO is a rising brand, and one-third believe that Honor is on the rise.
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Apple’s influence among women is unparalleled. Xiaomi, Honor, and other Chinese brands have a higher proportion of male customers.
