The Xiaomi brand is probably best known for its “low cost, high performance” reputation. According to TrendForce’s research, more than 60% of the surveyed consumers have showed interests in buying the “Red Rice” smartphone due to its high performance-price ratio as well as affordability. Among these respondents, the majority of those attracted by the device’s low price tend to be 39 years old or under. The male respondents who are most concerned about Internet connectivity tend to show greater interests in keeping track of Xiaomi's smartphone devices than their female counterparts.
Aside from appealing to the existing Xiaomi users, the “Red Rice” smartphones have also managed to attract users of various other smartphone brands. Compared to Apple, which enjoys a high brand loyalty, many Android smartphone companies are revealed to have been hit hard by Xiaomi's rising popularity. The desire to switch to the “Red Rice” smartphone appears to be the greatest among Lenovo's and ZTE's users, and moderately strong among users of Samsung, Nokia, and Huawei.
According to the data collected from TrendForce’s 3,272 Chinese respondents, the Xiaomi smartphone’s usage rate, while above HTC’s, is still behind that of Samsung, Apple, Nokia, and Huawei. The Chinese company currently ranks fifth in the “most-used smartphone brand” category.
For more details, please visit: http://press.trendforce.com/press/20131003-881.html
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