Brand KPIs for smartphones Xiaomi-Mi in Mexico-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

smartphones:Xiaomi/Mi

in

MexicoConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Xiaomi/Mi’s

performance

inthesmartphone

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202470%

of

Xiaomi/Mi

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Xiaomi/Mi’s

brandingresonates

more

withMillennials?Xiaomi/Mi

ranksXiaomi/Mi

notfoundintheDataFrame.

inawareness

withinthesmartphonemarket?Xiaomi/Mi

generally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Xiaomi/Mi

is

40%?Among

Xiaomi/Mi

enthusiasts,38%

fallunder

the?Xiaomi/Mi

ranksXiaomi/Mi

notfoundinthehigh-income

categoryDataFrame.

inownership?Consumers

want

theirsmartphone

brandsto

have?In

terms

of

loyalty,Xiaomi/Mi

isXiaomi/Mi

not

foundcleverness,

innovation,andreliabilityinthe

DataFrame.

inMexico?Xiaomi/Mi

hasascore

of

35%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Xiaomi/Mi

at

88%Brand

profile:

snapshotBrand

performance

of

Xiaomi/Mi

inMexico88%70%40%35%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smartphones

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents(awareness),

n=1,089,

respondents

who

know

the

individual

brand

(popularity),

n=1,089,

respondentswho

know

the

individual

brand

(ownership),

n=232,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,089,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Xiaomi/Mi’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeXiaomi/Mi

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatXiaomi/Mi

islikedby1%

of

Babyboomers

and

22%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

24%,

respectively.34%24%22%ForMillennials

andGen

Z,

41%

and

36%

feel

positivelytowards

Xiaomi/Mi,

versus

38%

and

34%.

Socurrently,forXiaomi/Mi,

Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.4%1%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmartphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=437,

Xiaomi/Mi

enthusiast,

n=1,220,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Xiaomi/Mi

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Xiaomi/Mi

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Xiaomi/Mi

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.44%56%56%

ofmen

likeXiaomi/Mi

compared

to44%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

own51%49%smartphones

compared

to

49%

of

men.94%92%5%

of

Xiaomi/Mi

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=437,

Xiaomi/Mienthusiast,

n=1,220,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Xiaomi/Mi

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%7%Single36%38%14%15%CoupleSingleparentNuclear38%

ofXiaomi/Mi

enthusiastsarefromhigh-income

households.Xiaomi/Mi’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

36%

of

Xiaomi/Mienthusiastshavethiscurrent

livingsituation.7%8%36%32%32%32%32%Multi-generational11%10%23%24%30%ExtendedOther4%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

smartphones,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=437,

Xiaomi/Mi

enthusiast,

n=1,220,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smartphone

brands

to

have

cleverness,

innovation,

andreliabilityBrand

profile:

qualitiesQualitiesownerswant

from

smartphone

brandsForsmartphones,

the

top

threequalitiesowners

want

from

abrand

arecleverness,

innovation,andreliability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessXiaomi/Mi

owners

alsoappreciate

thesekey

attributes,indicating

Xiaomi/Miexudes

thesequalities.60%40%20%0%SocialresponsibilityCoolnessThequalitiesthatXiaomi/Mi

enthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivityXiaomi/Mi

shouldwork

onpromotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smartphones,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tosmartphones,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=232,

Xiaomi/Mi

owners’,n=437,Xiaomi/Mi

enthusiast,

n=1,220,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Xiaomi/Mi

fans,

48%

state

that

they

get

excited

about

smartphonesBrand

profile:

attitudesWhat

doconsumersthink

ofsmartphones

ingeneral?52%

52%48%39%36%35%30%29%29%24%11%10%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustsmartphonestopicsrelating

tosmartphonesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smartphones

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=437,

Xiaomi/Mi

enthusiast,

n=1,220,smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1170%

of

Xiaomi/Mi

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smartphones,

the

averageawareness

ofabrandinMexico

is85%.

Awareness

ofXiaomi/Mi,

however,

is

at88%.Awareness40%

ofMexican

smartphone

owners

saytheylikeXiaomi/Mi,

compared

to

anindustryaverage

brandpopularity

of36%.21%

ofindustryowners

inMexico

saythey

ownXiaomi/Mi,

with

the

average

ownership

ofabrandat18%.BuzzPopularity70%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of67%.Xiaomi/Mi

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of35%compared

to

39%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:Smartphones

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents(awareness),

n=1,089,

respondents

who

know

the

individual

brand

(popularity),

n=1,089,

respondentswho

know

the

individual

brand

(ownership),

n=232,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,089,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Xiaomi/Mi

ranks

Xiaomi/Mi

not

found

in

the

DataFrame.

in

awareness

within

thesmartphone

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofXiaomi/MiRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1SamsungGalaxy98%96%96%96%88%86%84%83%67%57%12%2MotorolaHuaweiAppleiPhoneXiaomiMiAlcatel345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67OPPO8ZTEOutofallrespondents,

88%

were

aware

of

Xiaomi/Mi.ThisranksthemXiaomi/Mi

notfoundintheDataFrame.

compared

to

other

brandssurveyed

inthismarket.88%N/A9HonorAwareness10Google

Pixel13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Xiaomi/Mi

is

40%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofXiaomi/MiRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1SamsungGalaxy76%58%45%42%40%34%26%19%14%7%2AppleiPhoneMotorolaHuaweiXiaomiMiOPPO340%4Outofconsumers

who

knew

thebrand,

40%

saidtheyliked

Xiaomi/Mi.

ThisranksthemXiaomi/Mi

not

foundinthe

DataFrame.

compared

tootherbrandssurveyedinthismarket.5660%7Honor8Google

PixelZTE9PopularityN/A10Alcatel14

Notes:“When

it

comesto

smartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,089,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Xiaomi/Mi

ranks

Xiaomi/Mi

not

found

in

the

DataFrame.

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofXiaomi/MiRank#

BrandUsage

%41%33%26%21%16%15%10%8%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosmartphones,

which

of

the

following

brandsdoyouown

currently?”.1SamsungGalaxy21%2AppleiPhoneMotorolaXiaomiMiOPPO3Outofconsumers

who

knew

thebrand,

21%

saidtheyowned

Xiaomi/Mi.

ThisranksthemXiaomi/Mi

notfoundinthe

DataFrame.

compared

to

other

brandssurveyed

inthismarket.456HuaweiHonor78ZTE79%9Google

PixelAlcatel5%UsageN/A104%15

Notes:“When

it

comesto

smartphones,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=1,089,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Xiaomi/Mi

is

Xiaomi/Mi

not

found

in

the

DataFrame.

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofXiaomi/Mi’s

consumersRank#

BrandLoyalty

%87%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AppleiPhone2SamsungGalaxyGoogle

PixelXiaomiMiOPPO79%30%376%470%564%6ZTE63%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smartphones,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7MotorolaHonor62%70%859%9Huawei59%Outofrespondents

whohaveowned

Xiaomi/Mi,

70%saidthey

would

purchasethebrandagain.LoyaltyN/A10Alcatel51%16

Notes:“When

it

comesto

smartphones,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=232,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Xiaomi/Mi

has

a

score

of

35%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofXiaomi/MiRank#

BrandBuzz%70%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AppleiPhone2SamsungGalaxyOPPO69%348%35%Outofconsumers

who

knew

thebrand,

35%

saidtheyhadheardaboutXiaomi/Mi

inthemedia.

ThisranksthemXiaomi/Mi

notfoundinthe

DataFrame.4Huawei46%5MotorolaHonor43%compared

to

other

brandssurveyed

inthismarket.636%65%7XiaomiMiGoogle

PixelZTE35%817%915%BuzzN/A10Alcatel12%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,089,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.