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 Chinese 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 Chinese 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 8000+ touch screens
(‘playSpots’) located at high-
traffic retail locations. All
respondents are consumers that
interacted with the screens
while shopping in-store.
insights
51.1% 48.9%
age
26-35
24.6%
age
36-45
22.8%
age
46+
28%
GENDER
TOTAL SURVEYS COLLECTED
20,474
AGE GROUPS
age
18-125
24.6%
118
CITIES TIER
1-5

3. insightssource: Ksubaka insights survey of 20,474 people , October 2017
Smartphone brands - Market Share
Q: What smartphone brand do you currently have?
Xiaomi is the most commonly used smartphone brand among
respondents. The iPhone comes after all the major Chinese brands
0% 5% 10% 15% 20% 25%
LG
Vivo
iPhone
Oppo
Huawei
Samsung
Others
Xiaomi

4. insights
Market share per age group
Xiaomi is strong with all age groups. The iPhone is at
its peak with millennials (26-35 years old)
source: Ksubaka insights survey of 20,474 people , October 2017
Q: What smartphone brand do you currently have?
0%
5%
10%
15%
20%
25%
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?
Levels of satisfactions are generally high for all brands with
the exception of LG that is considerably below average.
Over 20% of Samsung users rated their smartphone 1/5
5 (Very Satisfied)
4
3
2
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
iPhone Samsung Vivo Xiaomi Oppo Huawei LG
1 (Not Satisfied At All)
source: Ksubaka insights survey of 20,474 people , October 2017
3.69 3.20 3.56 3.23 3.65 3.63 2.98WA

6. insights
iPhone - models
Q: What iPhone model do you use?
iPhone 6/6 Plus are still the most commonly used in China.
The adoption of iPhone 8 is at its highest with users aged 46+
iPhone 5
16%
iPhone 6
30%
iPhone 7
22%
iPhone 8
18%
Others
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Age 18-25 Age 26-35 Age 35-45 Age 46+
iPhone 5 iPhone 6 iPhone 7 iPhone 8 Others
source: Ksubaka insights survey of 2,280 people , October 2017

7. insights
Are Android users planning to switch?
Q: Are you planning to switch to iPhone in the near future?
The number of respondents that are planning to switch to iPhone is high for all
Android brands (over 40%). This could be due to the fact that the research was
conducted shortly after the release of the new iPhone models. The most likely to
switch are Samsung (54%) and LG (60%)users. The difference between iPhone X
and iPhone 8 is surprisingly small
0%
10%
20%
30%
40%
50%
60%
Samsung Vivo Xiaomi Oppo Huawei LG Average
No
Yes, iPhone X
Yes, iPhone 8
source: Ksubaka insights survey of 15,123 people , October 2017

8. insights
Are iPhone users planning to upgrade?
Q: Are you planning to upgrade your smartphone in the near future?
The new iPhone models have not impressed the majority of current iPhone 6 and
7 users as over 45% of them are not planning to upgrade.We expected a larger
difference in % between older iPhone 6 and iPhone 7 users. However, iPhone 7
users are likely to include hardcore Apple fans that change models every year
No
Yes, iPhone X
Yes, iPhone 8
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
iPhone 5/5S iPhone 6/6 Plus iPhone 7/7 Plus
source: Ksubaka insights survey of 2,280 people , October 2017

9. 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
9

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