The new iPhone models (iPhone 8, 8 Plus and the Animoji-enabled iPhone X) just hit the markets, including China where the iPhone has been constantly losing market share to local Chinese brands over the past few years. This month Ksubaka Insights investigated the Singaporean smartphone market to understand if the new iPhones could turn the tide and be the game changers that Apple believes them to be.

1. Ksubaka Insights Report
insights
How excited are Singaporean
consumers about the new iPhone X?
Are Android users going to switch?

2. SURVEY
INFO
All results presented are
collected through Ksubaka’s
network of touch screens
(‘playSpots’) located at high-
traffic retail locations. All
respondents are consumers that
interacted with the screens
while shopping in-store.
insights
48.5% 51.5%
age
26-35
16.8%
age
36-45
24.8%
age
46+
39.9%
GENDER
TOTAL SURVEYS COLLECTED
1,579
AGE GROUPS
age
18-25
18.6%

3. insightssource: Ksubaka insights survey of 20,474 people , October 2017
Smartphone brands - Market Share
Q: What smartphone brand do you currently have?
On average iPhone and Samsung are the two most popular brands
in Singapore. Oppo is the top Chinese brand followed by Xiaomi
0% 5% 10% 15% 20% 25%
Vivo
Huawei
LG
Xiaomi
Oppo
Others
Samsung
iPhone

4. insights
Market share per age group
iPhones are the most popular brand only with
younger shoppers (18-25 years old) by a wide margin
source: Ksubaka insights survey of 20,474 people , October 2017
Q: What smartphone brand do you currently have?
0%
5%
10%
15%
20%
25%
30%
18-25 26-35 36--45 46+
iPhone Samsung Vivo Xiaomi Oppo Huawei LG Others

5. insights
Satisfaction levels
Q: How satisfied are you with your smartphone?
The levels of satisfaction are generally high but non-
Chinese brands have better average ratings with the
iPhone topping the list
source: Ksubaka insights survey of 20,474 people , October 2017
0 1 2 3 4 5
Vivo
Oppo
Huawei
LG
Xiaomi
Samsung
iPhone

6. insights
Satisfaction levels
Q: How satisfied are you with your smartphone?
Only the iPhone and Samsung received a majority of
5/5 ratings. 32% of Oppo users rated their phone 2/5
5 (Very Satisfied)
4
3
2
1 (Not Satisfied At All)
source: Ksubaka insights survey of 20,474 people , October 2017
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
iPhone Samsung Vivo Xiaomi Oppo Huawei LG

7. insights
iPhone - models
Q: What iPhone model do you use?
iPhone 6/6 Plus and 7/7 Plus are the most common iPhone
models. 16% of iPhone users have upgraded to iPhone 8/8 Plus
source: Ksubaka insights survey of 2,280 people , October 2017
iPhone 5
12%
iPhone 6
29%
iPhone 7
27%
iPhone 8
16%
Others
16%

8. insights
Are Android users planning to switch?
Q: Are you planning to switch to iPhone in the near future?
The number of Android users that are planning to switch to iPhones is
surprisingly high, this could be due to the fact that the research was conducted
shortly after the new models were unveiled. The most likely to switch are LG
users (65%). The difference between 8/8Plus and X is small
No
Yes, iPhone X
Yes, iPhone 8
source: Ksubaka insights survey of 15,123 people , October 2017
0%
10%
20%
30%
40%
50%
60%
Samsung Vivo Xiaomi Oppo Huawei LG

9. insights
Are iPhone users planning to upgrade?
Q: Are you planning to upgrade your smartphone in the near future?
37% of existing iPhone users are not planning to upgrade to the new
models. iPhone X is the most desired choice for upgrade but by a
relatively low margin showing how the new features failed to
impress the majority of users
source: Ksubaka insights survey of 2,280 people , October 2017
No
37%
iPhone X
35%
iPhone
8/8Plus
28%

10. Ksubaka:
Marketing &
insights in-store Global Network
Shopper Engagement
Gamified Content
8000+ touch screens (‘playSpots’)
in retail and leisure locations in
130+ cities in China , Singapore and
Australia
15+ Million consumers choose to
stop and interact with our screens
each month while they are
shopping
We use the language of games to
engage shoppers, teach them a
brand’s story and find out about
their preferences
www.ksubaka.com
10

11. Do you have a question you’d
like to ask to thousands of
Chinese shoppers?
Please contact nicolas@ksubaka.com
insights