南非智能手机品牌oppo用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSSmartphones:

OPPO

users

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofOPPOusers

inSouthAfrica:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

OPPOusers

inSouthAfrica(’’brand

users’’)againstSouthAfricansmartphone

users

in

general(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

3%,

OPPO

is

one

of

the

top

5

smartphone

brands

in

SouthAfricaManagement

summary:

brandusageand

competitionTop10

most

used

smartphone

brandsinSouth

AfricaSamsungHuaweiApple45%22%15%HisenseOPPO4%3%Nokia3%2%Xiaomi/MiTecno2%Mobicelvivo1%1%4Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=2,008

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023OPPO

users

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsOPPOismore

popularamongGeneration

Xthanother

smartphonebrands.Safety

and

security

ismore

important

to

Itstands

out

thatonly

64%

ofOPPOOPPOusers

access

theinternet

via

adesktop

PClessoften

thanthe

averagesmartphone

user.OPPOusers

thanto

other

smartphoneusers.users

wanttohavemobile

internetaccess

inanyplaceatany

time.OPPOismore

popularamong

femalesmartphone

users

thanmalesmartphone

users.Food

and

dining

are

relatively

prevalentinterests

of

OPPOusers.47%

ofOPPOusers

are

in

theearlymajority

of

innovationadopter

types.OPPOusers

tendtofollow

people

onsocial

media

more

often

than

theaverage

onliner.DIYandarts&craftsare

relativelyOPPOhasalarger

shareof

users

witha

popularhobbiesamong

OPPOusers.Arelatively

highshare

ofOPPOusersthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.OPPOusers

remember

seeing

adsonsocial

media

more

often

than

othersmartphone

users.low

income

thanother

smartphonebrands.35%

ofOPPOusers

liveinlarge

cities.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+OPPO

is

more

popular

among

Generation

X

than

other

smartphone

brandsDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users23%43%28%6%Category

usersAllrespondents36%36%44%18%18%2%43%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,n=2,008

smartphone

users,

n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023OPPO

is

more

popular

among

female

smartphone

users

than

male

smartphoneusersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users43%57%Category

usersAllrespondents54%54%46%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

202340%

of

OPPO

users

have

an

upper

secondary

education

withthe

permission

togo

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa40%37%35%35%34%33%20%20%19%5%

5%4%3%2%2%2%1%

1%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023OPPO

has

a

larger

share

of

users

with

a

lowincome

than

other

smartphonebrandsDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users36%36%29%36%Category

usersAllrespondents32%31%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

smartphone

users,

OPPO

users

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive32%30%30%23%21%20%16%15%15%13%12%11%9%9%9%8%

8%Other6%

6%

6%2%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morehouseholdrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,n=2,008smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

202335%

of

OPPO

users

live

in

large

citiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa35%34%34%21%21%19%16%16%15%15%14%13%8%8%8%8%8%7%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

OPPO

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users4%85%11%11%11%Category

usersAllrespondents8%81%8%81%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

(primarily

used)

smartphone?’’;

Single

Pick;

Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

more

important

to

OPPO

users

than

to

other

smartphoneusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa61%57%61%58%47%49%47%40%43%41%41%40%32%29%28%

24%23%28%27%21%13%17%15%13%9%

9%9%8%

8%2%Safety

andsecurityTobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsLearningnew

thingsHavingagood

timeAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=53

OPPO

users,n=2,008smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Food

and

dining

are

relatively

prevalent

interests

of

OPPO

usersConsumer

lifestyle:

main

interestsTop10

interestsofOPPO

usersinSouth

Africa72%60%52%51%57%52%50%49%53%53%53%52%

51%51%51%49%49%43%43%37%42%41%34%33%40%34%38%37%37%34%Food

&diningFinance&economyMovies,TVshows&musicCareer

&educationTravelHealth

&fitnessReligion

&spiritualityFamily

&parentingPolitics&societyandcurrentworld

eventsSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,

n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

OPPO

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofOPPO

usersinSouth

Africa53%50%47%49%48%48%45%38%38%40%38%36%

37%32%35%32%36%30%31%28%28%25%26%

27%26%

26%26%24%18%

18%PetsCooking/bakingReadingDIYandarts&craftsGardeningandplantsOutdooractivitiesSocializingTravelingVideo

gamingBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023OPPO

users

are

more

likely

to

go

swimming

or

diving

than

other

smartphoneusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofOPPO

usersinSouth

Africa25%21%19%18%

18%17%17%16%13%15%15%14%14%14%14%13%11%11%10%8%8%8%7%7%6%6%5%5%4%4%Fitness,aerobics,cardioHikingSwimming/DivingRunning/JoggingDancingHunting/FishingCricketSoccerGolfRugbyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=24

OPPO

users,n=961

smartphone

users,n=5,826

all

respondentsConsumer

Insights

Global

as

of

August

202321%

of

OPPO

users

follow

cricketConsumer

lifestyle:

sports

followedTop10

sports

followed

byOPPOusersinSouth

Africa32%31%20%19%21%21%21%19%18%12%13%13%11%11%10%10%9%9%8%7%7%7%6%6%6%6%6%4%3%

3%CricketSoccerRugbyMotorsportsAthleticsBoxingGolfTennisVolleyballMixed(track&field)Martial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=18

OPPO

users,n=808

smartphone

users,n=5,054

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

the

internet•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

only

64%

of

OPPO

users

want

to

have

mobile

internet

accessin

any

place

at

any

timeConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inSouth

Africa75%

75%64%43%

43%43%

42%42%40%34%

34%32%28%

28%21%Itisimportant

tometohavemobileinternet

access

inanyplaceatanytimeI’mwell

protectedagainstvirusesanddata

abuseHavingaccess

tothelatest

cellularnetworktechnology

(5G)

isimportant

to

meIactively

dosomething

fortheprotection

of

my

dataI’mconcerned

thatmydata

is

beingmisusedon

theinternetBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,n=2,008

smartphone

users,n=2,032

all

respondentsConsumer

Insights

Global

as

of

August

202347%

of

OPPO

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa47%41%

41%22%21%20%18%18%17%17%17%13%3%2%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

OPPO

users

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoOPPO

users86%86%85%78%75%71%79%78%74%72%62%62%68%

68%60%64%54%62%60%54%49%57%55%55%

47%47%53%35%38%35%Unemployment

Rising

prices/inflation/CrimePovertyEducationEconomicsituationFood

andwater

securityGovernmentdebtHealth

andsocial

securityImmigrationcost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023OPPO

users

tend

to

have

moreleft

leaning

political

views

than

othersmartphone

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users34%30%19%17%18%17%Category

usersAllrespondents29%30%30%23%29%23%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

your(primarily

used)smartphone?’’;Single

Pick;Base:n=53

OPPO

users,

n=2,008

smartphone

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsOPPO

users

access

the

internet

via

a

desktop

PC

less

often

than

the

averagesmartphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet96%

97%95%77%77%65%53%48%47%42%

43%36%

35%

36%30%25%

25%23%23%20%19%18%

19%11%11%

12%0%Smart

speakersSmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Streaming

deviceAllrespondentsSmartwatchBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

allrespondentsConsumer

Insights

Global

as

of

August

2023OPPO

users

tend

to

follow

people

on

social

media

more

often

than

the

averageonlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype67%72%

66%64%64%62%68%65%60%67%62%61%56%51%55%55%53%

47%

47%46%

45%52%48%46%42%46%45%26%30%27%8%5%

6%1%

1%0%FollowedpeopleLiked

posts

Commented

SentprivatePostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

allrespondentsConsumer

Insights

Global

as

of

August

2023OPPO

users

tend

to

read

magazines

less

often

than

smartphone

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks79%

78%77%

77%74%71%71%63%65%62%48%60%53%49%48%39%39%26%34%

34%31%29%27%

27%26%23%19%

19%

20%18%17%16%13%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersMovies

/cinemaWeeklynewspapersMagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=31

OPPO

users,n=1,003

smartphone

users,n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023OPPO

users

remember

seeing

ads

on

social

media

more

often

than

othersmartphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereOPPO

usersinSouth

Africahavecome

across

digitaladvertisinginthepast4weeks66%60%60%56%53%55%45%44%47%45%44%43%41%36%36%34%38%37%28%31%26%32%31%30%26%23%20%26%25%20%Social

mediaVideo

portals

Search

engines

OnlinestoresWebsitesandappsof

brandsOtherappsVideo

games

Video

streamingservicesEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=53

OPPO

users,n=2,008

smartphone

users,

n=12,205

allrespondentsConsumer

Insights

Global

as

of

August

2023OPPO

users

remember

advertising

they

heard

on

the

radio

less

often

thanother

smartphone

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks49%45%45%45%44%44%44%42%38%37%35%30%28%

28%27%26%26%21%21%19%13%9%8%8%Directly

inthestoreOnadvertisingspacesOnTVInprinteddailynewspapersOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)smartphone?’’;Single

Pick;

Base:

n=53

OPPO

users,n=2,008

smartphone

users,n=12,205

allrespondentsConsumer

Insights

Global

as

of

August

2023CONS