【Research Center of CNMO.com】CNMO conducted a large-scale survey “Let’s Comment on Mobile Phones” around March 15 2016,last year, and received 450,000 feedbacks from consumers within half a month. The result showed that only about 30 per cent of mobile phone users gave positive comments while about 20 per cent gave negative comments on the phones they were using. CNMO conducted another survey around March 15 this year, and received nearly 140,000 feedbacks within a week. Results show that users were much more satisfied with mobile phone brands this year as compared to 2016.
1. How could the authenticity of the data be ensured?
Compared to the survey from last year, the survey this year still targeted mobile phone users in order to get their feedback on the phones they were using. Mobile phone users could go to the touchscreen-based website of CNMO （ m.cnmo.com) to vote. Most important of all, users couldn’t change the information about the brands and models of the mobile phones they were using, which ensured the authenticity of the data.
The Survey “ Let’s Comment on Mobile Phones” around March 15 by CNMO
2. Users have an unprecedented degree of satisfaction on mobile phone brands.
In this survey, there were four options for participants to choose: “1. Very user-friendly. Awesome”, “2. Not bad. Good for daily use.” “3. Just so so. I am sort of frustrated.” “4. So frustrating. I am going to buy a new one.” The analysis result showed that 36.9% responders gave positive comments (who only chose first option) while 10.50% of them gave negative comments (who only chose fourth option) on the phones they were using.
This is compared to last year’s data, in which 30.3% responders gave positive comments (option 1) while 19.32% responders gave negative comments (option 4) on the phones they were using.
Generally speaking, we can see that mobile phone users became more satisfied with their mobile phone brands.
Survey on mobile phone users’ satisfaction rate
Why did that happen? It’s thanks to the rapid development of smartphones in the past year. Smartphones are now equipped with more powerful processors and larger memory, and manufacturers is optimizing continuously on their software. As a result, mobile phone users began to feel that their phones lagged no more(from flagship to entry-level product). The mobile phones lagging no more, the users experience surely would be much better. Besides, the penetration of quick charge fingerprint recognition, metal back penal and other elements has made user experience of even entry-level product get better, which was also a main reason why so many people (over 70 percent) chose option 1 and option 2.
3. OnePlus received the highest rate of brand preference. And brands featuring high cost efficiency have space to grow.
Next we will examine what brands the 36.9% of users who gave positive comments (the users who chose option 1) were using. From the statistical data, we only chose those brands for ranking whose users accounted for over 1 per cent of the total users (more than 1,350 respondents) each brands in the survey. And the result showed 20 brands to be ranked.
Among these brands, the top seven players are OnePlus, Apple, Xiaomi, Oppo, Zuk, Huawei and Vivo. The number one brand in the positive comment ranking was OnePlus, 52.41% of its Chinese users leaving positive comments. The no. 1 last year, Apple, was number 2 this year, with 43.24% of its users leaving positive comments.
The Positive Comment Ranking of Brands
Oneplus, which didn’t show in the list last year, has become a rising power and even ranked number one this year. Although this result was unexpected, it was also reasonable. The brand image and products of OnePlus have returned to the original way of simplicity, back into the strategy of “one flagship model in one year”. Since OnePlus concentrates on its product, it ensures its every generation of products can be nearly perfect. This case shows that Chinese mobile phone vendors can achieve better customer ratings than Apple as long as they keep their focus.
Polarization of User Satisfaction inside One Brand
Another interesting finding is the brand which is divided into two sub-brand had demonstrated a polarized user satisfaction status. These brands includes Huawei/Honor, Mi/Redmi, Meizu/M series(Meilan). To be precise, within one brand, the users of high-end series had a higher degree of satisfaction while the users of the series featuring high cost performance had a lower degree of satisfaction. The result shows that the brands featuring low budget phones may be attractive in their pricing and hardware, but their weakness lies in their user experience, where they can make improvements in future.
4. Local mobile phone brands occupied most of the positive comment ranking. Vivo Y13 ranked 1st on the negative comment ranking list.
By digging deeper into the collected data, we made a positive comment ranking list and also a negative one for mobile phone models. Because so many product models were included in this survey, in order to avoid occasionality, we only chose those models for ranking whose users accounted for over 0.5 percent of all the users, in other words, products whose respondents numbered more than 650 in this survey.
According to our survey, the model which received the highest rate (60.38%) of positive comments is Oneplus 3T. The models which ranked 2nd to 10th are Huawei Mate 9, Huawei Mate 8, OPPO R9s Plus, OPPO R9s, Samsung Galaxy S7 edge, Mi 5s、Mi 5、vivo X9 and Apple iPhone 6s respectively. It is obvious that Chinese mobile phone brands received higher percentage of positive comments than global brands such as Samsung and Apple. However, it doesn’t mean that user experience of Chinese mobile phones was better than that of Samsung and Apple. It can only prove that more and more users began to choose Chinese mobile phones, especially Chinese flagship phones, and these phones are also bringing positive user experience.
Ranking of models which receive high percentage of postive/negative comments
The same method was used in finding the ten models which received higher percentage of negative comments than others. Among them, Vivo Y13 received the highest percentage (14.61%) of negative comments. Redmi1s ranked 2nd (14.23%) and vivo Y23L ranked 3rd (12.76%). The other models among the top ten were Letv 1s, Redmi Note2, Samsung Galaxy S5, Redmi 2A, Huawei Honor 4C, vivo X5Pro and Meizu Meilan note2.
Most of the top ten models which received high percentage of negative comments are old models and models with a low price. The model received worst comments, the Vivo Y13, was launched as early as in 2014. It is equipped with a FWVGA screen, a quad-core processor and 512 MB of memory, which indeed makes the phone difficult to provide good user experience. It is interesting that 3 models out of 10 were Vivo’s products in the nagative comment ranking list. The 3 models are all low-end products. We may infer from above that low-end products account for a large percentage of Vivo’s sales.
By comparing the models on the positive comment ranking list with those on the negative comment ranking list, we can conclude that the degree of satisfaction is positively correlated with the model’s price. The top ten on the positive comment ranking list are all flagship models or sub-flagship models of different brands. The brands’passion and power are devoted to those models. If you can afford a flagship model, it will be your best choice to buy one. What’s more, flagship models do better in retaining their value, and if customers want to sell them in the future, customers can get a better resale value.
5. Users are especially dissatisfied with infrequent system updates and sustainablity.
According to the survey, the problems which concerned mobile phone users most were infrequent system updates and insufficient battery life. Besides, other problems which were listed by many users included bad mobile phone signal, small memory, lagging and so on.
The frequency of system updates actually reflects how much importance mobile phone vendors attach to their customers. Every Android system update can improve user experience. But because most of Chinese mobile phones are made by third parties, mobile phone vendors have to integrate their own UI, interface and apps with the new version of Android system. When adapting to a new system,there are a huge amount of labor and cost. For instance, many flagship models launched by Vivo recently have still been powered by Android 6.0. We don’t know Vivo company’s thoughts. We don’t know whether it is because Vivo doesn’t want to update or because it came across technical obstacles.
Insufficient battery life was also one of the problems that mobile phone users were most unsatisfied with, in the last year. The situation remained the same this year. It appears that breakthroughs haven’t been made in battery technology during the past year. Vendors have no choice but to continue to rely on quick charging technologies, such as a new technology with a power draw of 40 watt, and technologies which enables quick charge in models priced at only several hundred yuan. However, it is understood that the whole market is looking forward to breakthroughs in battery technology.
TO SUM UP
According to the survey, users become more and more satisfied with Chinese mobile phone brands. We are glad to see that and we regard it as a good sign. It means that Chinese mobile phones no longer compete simply on hardware or price, but they have now begun to focus on how to improve user experience. This positive change leads to an increase in the purchase of mobile phones priced at 2,000 to 3,000 RMB, and even 3,000 to 4,000 RMB at times. When high-end flagship mobile phones are mentioned, brands other than Samsung and Apple are no longer excluded. In the meantime, we find that many users are still using some old models; most of those phones are featured high cost performance in the past. These models were bought at a cheap price, but their user experience might become far worse half a year or a year later. So, if you can afford a flagship product, we recommend you buy one.
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