Text: iiMedia.com
In 2024, the folding screen mobile phone market will usher in new opportunities for development, in addition to the most popular Huawei Mate XT triple folding phone, many brands such as OPPO Find N3, vivo X Fold 3, Honor Magic V3, etc. have been upgraded to the folding screen 3.0 version. At the same time, there are also many bright spots in small folding models, including the Honor Magic V Flip, vivo X Flip, OPPO Find N3 Flip, etc.
So, what are the new features of these foldable phones? What is the popular acceptance? In the folding screen mobile phone market, are there any subdivisions or potential tracks that deserve our special attention? In order to comprehensively and objectively reveal the real situation of Chinese consumers' current folding screen mobile phone usage behavior and consumption, iiMedia Think Tank (data.iimedia.cn) and Strawberry Pi Netizen Behavior Survey and Computational Analysis System (survey.iimedia.cn) jointly launched a national random sampling survey called "China Folding Screen Mobile Phone Consumer Behavior Survey Data". The core purpose of this research is to understand and analyze the consumer trends of China's folding screen mobile phone market.
More than ninety percent of respondents have paid attention to folding screen mobile phones, and the popularity of folding screens remains high
According to iiMedia Research, more than ninety percent of respondents in the survey of Chinese consumers' understanding of folding screen mobile phones said that they had paid attention to folding screen mobile phones. In the brand survey of Chinese consumers paying attention to folding screen mobile phones, 73.47% of consumers choose Huawei, 32.65% choose Xiaomi, 32.28% choose Samsung, 22.63% choose Honor, and 20.96% choose OPPO.
According to iiMedia Research, 55.10% of Chinese consumers tend to learn about information through short video platforms (such as Douyin, Kuaishou, Channels, etc.). 42.86% of consumers choose e-commerce platforms (such as Taobao, JD.com, etc.) as their source of information; 41.37% of consumers prefer to obtain information through social platforms (including WeChat official account, Moments, etc.); 40.63% of consumers use content sharing platforms (such as Xiaohongshu, Weibo, etc.) to learn about folding screen mobile phones; In addition, 34.88% of consumers will choose to go to offline stores for information.
In actual usage, iiMedia Research data shows that Huawei occupies a leading position with a market share of 50.43% in the brand survey of Chinese folding screen mobile phone users. This was followed by Samsung, which received 13.91% of consumer choices; 10.00% of users chose Xiaomi; Honor and OPPO occupy 6.52% and 5.22% of the market share, respectively; Vivo and Nubia followed with 3.48% and 2.61% respectively.
According to iiMedia Research, 2.61% of consumers tend to be in the price range of 3,999 yuan and below in the price survey of folding screen mobile phone users in China. 16.52% of consumers will choose the price range of 4000-5999 yuan; 35.22% of consumers prefer the price range of 6000-7999 yuan; 23.48% of consumers prefer the price range of 8000-9999 yuan; 18.26% of consumers are willing to pay 10,000-14,999 yuan; Another 3.91% of consumers will choose the high-end price of 15,000 yuan and above.
According to iiMedia Research, 47.39% of consumers believe that the functions of folding screen mobile phones are more in line with their personal usage habits. 41.74% of consumers are based on the influence of the brand; 41.30% of consumers have had the experience of buying other mobile phones of the brand, so they chose to continue to trust; 40.00% of consumers value better after-sales service; Similarly, 40.00% of consumers chose it because the brand's folding screen technology is leading in its class.
According to iiMedia Research, 50.00% of Chinese folding screen mobile phone users buy folding screen mobile phones in order to achieve multitasking; 45.65% of consumers pay more attention to the film and television viewing experience; 43.91% of consumers choose folding screen mobile phones to improve the quality of video calls; 43.04% of consumers use it for business office; And 39.57% of consumers are out of demand for game entertainment.
According to iiMedia Research, 60.43% of Chinese folding screen mobile phone users want to get additional protection after buying a folding screen mobile phone, 60.43% of consumers want to get a free folding screen replacement service; 54.78% of consumers expect to receive exclusive gift packages; 52.17% of consumers prefer to choose a purchase plan that can be purchased in installments and without interest; And 50.00% of consumers want the warranty period to be extended.
According to iiMedia Research, 50.87% of Chinese consumers regard battery life as the primary consideration in the survey of factors that Chinese folding screen mobile phone users pay attention to when buying folding screen mobile phones; 49.57% of consumers pay attention to screen quality; 45.65% of consumers attach importance to the performance configuration of mobile phones; 45.22% of consumers value folding technology; In addition, 44.78% of consumers also pay special attention to the durability of mobile phones, 43.04% of consumers pay attention to camera systems, 35.65% of consumers pay attention to brand popularity, and 30.87% of consumers pay special attention to the weight of mobile phones.
According to iiMedia Research, nearly ninety percent of Chinese folding screen mobile phone users are satisfied with the current folding screen mobile phones. In the survey on the most satisfactory folding screen mobile phones, 55.22% of consumers are satisfied with the smoothness of their games, such as no obvious lag and support for high image quality; 53.73% of consumers believe that the quality of mobile phones is reliable, such as stable signal and resistance to drops and bumps; 52.24% of consumers are satisfied with its photo performance, such as high definition and good night scene shooting effect; At the same time, 46.27% of consumers are satisfied with the fast charging speed and the smoothness of daily use, such as opening the software or sliding the page without jamming, 40.30% of consumers are satisfied with its complete peripheral configuration, and 38.81% of consumers are satisfied with the appearance of the folding screen mobile phone is fashionable and thin.
Folding screen, no matter how you fold it, there are people who love it
In terms of specific form, folding screen mobile phones can be divided into three types: horizontal outward folding, horizontal inward folding and vertical inward folding. The different forms reflect the different product design concepts of mobile phone manufacturers: horizontal folding aims to realize the functional transformation of "mobile phone into tablet", which is easy to carry when folded, and can replace tablet PC when unfolded, emphasizing the convenience of one machine for multiple purposes; Vertical folding is more focused on portability, making it easy to carry on a daily basis.
According to iiMedia Research, 26.52% of consumers said they preferred to fold horizontally, 17.83% said they preferred vertical folding, and 55.65% said they were comfortable with both forms.
According to iiMedia Research, the research on the reasons why Chinese folding screen mobile phone users prefer to buy horizontal folding screen mobile phones shows diversified considerations, with 49.74% of consumers valuing it to improve learning or work efficiency; 47.09% of consumers think that the large screen brings a more comfortable look; Similarly, 47.09% of consumers appreciate that it can provide both mobile phone and tablet experience; 44.44% of consumers prefer designs with relatively inconspicuous creases; 42.86% of consumers choose horizontal folding screen mobile phones because of their stronger sense of fashion, and 40.21% of consumers think that their gaming experience is more chosen.
According to iiMedia Research, 50.30% of Chinese consumers were attracted by their innovative design and sense of technology in the survey of the reasons why Chinese folding screen mobile phone users prefer to buy vertical folding screen mobile phones. 47.34% of consumers value the convenience of one-handed operation; 42.60% of consumers believe that vertical folding can bring a better gaming experience; 41.42% of consumers tend to maintain the habit of using traditional mobile phones; 40.83% of consumers choose to fold vertically because it is more convenient to take pictures; 37.28% said that the reason for choosing was that it was folded vertically and was easy to carry.
Huawei's three-fold is still far ahead
At 10:08 on September 20, the world's first mass-produced triple-fold mobile phone, the Huawei Mate XT Extraordinary Master, officially went on sale. The price starts at 19999 yuan, and after the purchase channel is opened, all models of Mate XT are quickly sold out, and all major online shopping platforms show "temporarily out of stock". Before the sale, more than 6.4 million people made reservations on Huawei's official website alone.
(The picture comes from Huawei's official Weibo)
According to iiMedia Research, more than eighty percent of respondents have expressed concern about Huawei's three-fold screen mobile phones in a survey of Chinese folding screen mobile phone users. The distribution of the main focus channels is as follows: 47.76% of consumers obtain information through short video platforms (such as Douyin, Kuaishou, etc.); 42.48% of consumers use content sharing platforms (such as Weibo, Xiaohongshu, etc.); 34.35% of consumers obtain information through video sharing platforms (such as Bilibili); 32.32% of consumers follow through social platforms (including communities, official accounts, etc.); 30.89% of consumers are pushed through search engine advertising, 29.27% of consumers learn from new product launches, and 26.22% of consumers learn about it through media reports.
According to iiMedia Research, 39.43% of consumers believe that Huawei's high-tech is trustworthy in a survey of Chinese folding screen mobile phone users' opinions on Huawei's triple folding screen mobile phones. 34.35% of consumers emphasized the Huawei brand and affirmed the quality of its products. Although 33.94% of consumers support Huawei, they believe that the triple-fold mobile phone is not practical enough and not cost-effective; 29.07% of consumers feel that buying a triple-fold mobile phone is equivalent to having the functions of two products, which is quite cost-effective; Another 28.66% of consumers think that although the product is good, it is expensive and unaffordable; 23.17% of consumers feel that it is not very helpful, and they have tablets and mobile phones at home; 21.34% of consumers believe that this is creating hunger marketing; 15.24% of consumers feel that this is a concept hype; 14.63% of consumers said they couldn't grab it, and they couldn't grab it at all.
According to iiMedia Research, in the satisfaction score survey of Chinese folding screen mobile phone users on Huawei's triple folding screen mobile phones, weight, appearance, thickness, photo ability, heat dissipation capacity, battery life, software adaptation, and portability have the highest proportion of five (full scores), which reflects the high recognition of users for Huawei's triple folding screen mobile phones in these aspects.
As for whether they will buy folding screen mobile phones in the future, 63.32% of consumers choose to buy them in the future, which reflects consumers' high acceptance of new forms of smartphones and positive expectations for future technology products.
According to iiMedia Research, 36.32% of Chinese consumers believe that folding screen phones are thick, heavy, and large, and inconvenient to carry. 34.91% of consumers are discouraged by high prices; 25.00% of consumers are worried about its quality problems; 23.58% of consumers pointed out that there are limitations on the functionality and practicality of folding screen mobile phones; Another 21.23% of consumers said that folding screen phones have no special attraction points that make them want to buy.
According to iiMedia Research, 46.19% of Chinese consumers believe that the current shortcomings of folding screen mobile phones are a major problem. 42.04% of consumers think that mobile phones are heavy and inconvenient to carry; 41.52% of consumers are worried about crease wear; 35.64% of consumers reported insufficient battery life; 29.58% of consumers have encountered software mismatch; 29.41% of consumers feel that poor display effect is one of the shortcomings that currently exists.
According to iiMedia Research, 55.19% of Chinese consumers want to reduce the weight of folding screen phones in a survey on their suggestions for the future development of folding screen phones. 53.46% of consumers expect to reduce folding marks to improve the user experience; 52.94% of consumers emphasized the need to enhance battery life; 47.75% of consumers believe that basic functions should be further improved.
According to iiMedia Research, 54.64% of Chinese consumers are optimistic about the future development prospects of folding screen mobile phones.
Zhang Yi, CEO of iiMedia Consulting, said in an interview with reporters that Huawei's first mass-produced triple folding screen mobile phone brings a richer user experience, showing its breakthrough and leadership in folding screen technology. At present, the high price of folding screen mobile phones is the key factor that consumers are discouraged, and its price has gradually dropped from more than 10,000 yuan when it was first launched, gradually reduced to less than 10,000 yuan at present.