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智能手机调查报告SurveyReportofSmartPhones1/21智能手机调查报告SurveyReportofSmartPhones2016Q4(简版)(AbbreviatedVersion)QQSurvey中国在线调研QQSurveyChinaOnlineResearch2016.
10Oct.
2016智能手机调查报告SurveyReportofSmartPhones2/21目录Contents调查要求SurveyRequirements智能手机消费者调查SmartPhoneConsumersResearch教育程度EducationalStatus个人收入PersonalIncome家庭月收入FamilyMonthlyIncome购买智能手机的渠道PurchaseChannelofSmartPhones预期购买哪些品牌智能手机MobileBrandsofAnticipatedBuyingSmartPhones购买智能手机价格段PriceRangeofSmartPhones法律声明LegalNotice智能手机调查报告SurveyReportofSmartPhones3/21调查问卷Questionnaire调查要求SurveyRequirements配额Quota区域配额珠三角地区(含广州、深圳、东莞、惠州、中山、珠海及周边等城市)344长三角地区(含上海、杭州、南京、苏州、无锡、扬州、温州、义乌及周边等城市)343环渤海地区(含北京、烟台、天津、大连、威海、青岛等城市)343RegionalquotaPearlriverdeltaregion(includingGuangzhou,Shenzhen,Dongguan,Huizhou,Zhongshan,Zhuhai,andothersurroundingcities)344Yangtzeriverdeltaregion(includingShanghai,Hangzhou,Nanjing,Suzhou,Wuxi,Yangzhou,Wenzhou,Yiwu,andothersurroundingcities)343Circum-bohaisearegion(includingBeijing,Yantai,Tianjin,Dalian,Weihai,Qingdao,andothercities)343性别配额男515女515GenderquotaMale515Female515智能手机调查报告SurveyReportofSmartPhones4/21年龄配额25岁及以下36026-35岁45036-45岁16046岁及以上60Agequota25yearsoldandunder36026to35yearsold45036to45yearsold16046yearsoldandabove60智能手机调查报告SurveyReportofSmartPhones5/21智能手机消费者调查SmartPhoneConsumersResearchQQSurvey中国在线调研2016Q4智能手机调查是基于对中国2600位网民进行"预期未来三个月内(2016年10月-2016年12月底)是否会购买智能手机",其中有39.
2%的消费者愿意未来三个月内购买智能手机,我们称之为潜在消费者;60.
8%的网民没有意向在未来三个月内购买智能手机,我们称之为非潜在的消费者.
QQSurveyChinaonlineresearch2016Q4smartphonesurveyisbasedon2600Chinesenetizens'repliesonwhetherornottheywillpurchasesmartphonesoverthenextthreemonths(fromOct.
2016totheendofDec.
2016).
39.
2%consumersarewillingtobuysmartphoneswithinthecomingthreemonths,whichwecallpotentialconsumers;60.
8%havenointentionofbuyinganysmartphonesinthreemonths,whicharenamedasnon-potentialconsumers.
图表1:2016Q4智能手机消费者指数图ChartOne:2016Q4SmartPhoneConsumerIndex中国在线调研N=260039.
2%60.
8%0.
0%10.
0%20.
0%30.
0%40.
0%50.
0%60.
0%70.
0%潜在用户非潜在用户智能手机调查报告SurveyReportofSmartPhones6/21教育程度EducationalStatusQQSurvey中国在线调研2016Q4智能手机调查是基于对中国1030位"未来三个月内会购买智能手机"的网民进行的调研.
在这1030位智能手机潜在使用者中,学历为大学专科/本科的占据78.
8%,成为最主要的消费群体.
学历在高中及其以下的占据了14.
8%.
而拥有研究生及以上的被访者则占据了6.
4%.
整体来看,智能手机潜在消费者学历主要集中为大学专科/本科.
QQSurveyChinaonlineresearch2016Q4smartphonesurveyisbasedontheinvestigationof1030Chinesenetizenswhowillpurchasesmartphonesoverthenextthreemonths.
Amongthe1030potentialusersofsmartphones,78.
8%ofthemareJuniorcollege/undergraduatecollegedegreeholders,becomingthemajorconsumergroup.
14.
8%achievededucationinhighschoolandthefollowingeducation,whilerespondentswithgraduateorabovefor6.
4%.
Allthingsconsidered,educationstatusofsmartphonepotentialconsumersmainlyconcentratesonJuniorcollege/undergraduatecollege.
图表2:2016Q4智能手机消费者教育程度指数图ChartOne:2016Q4SmartPhoneConsumerIndex中国在线调研N=10306.
4%78.
8%13.
4%1.
4%0.
0%10.
0%20.
0%30.
0%40.
0%50.
0%60.
0%70.
0%80.
0%90.
0%研究生及以上大学专科/本科中专/技校/职高/高中初中及以下智能手机调查报告SurveyReportofSmartPhones7/21个人收入PersonalIncomeQQSurvey中国在线调研数据显示,参与调查的1030位智能手机潜在消费者可支配个人月收入集中在2000-15000元,累计占比超过八成.
其中个人月收入在4001-6000元的潜在消费者占了23.
4%,成为最主要的消费群体.
其次是6001-8000元,占18.
1%,而没有收入的用户则以学生居多,他们对流行趋势较为敏感,占到了11.
7%的比例.
DatafromQQSurveyChinaonlineresearchshowsthatgovernablepersonalmonthlyincomeofthe1030smartphonepotentialconsumersparticipatinginthesurveyfocuseson2000-15000yuan,aroundeightypercentofthetotal.
Amongthem,potentialconsumerswithpersonalmonthlyincomeof4001-6000yuanaccountfor23.
4%,beingthemajorconsumergroup.
Nextis6001-8000yuan,holding18.
1%.
Userswithnoincomearemostlystudents,whoaresensitivetofashiontrendsandtakeup11.
7%.
图表3:2016Q4智能手机消费者个人收入指数图ChartTwo:2016Q4SmartPhoneConsumerEducationStatusIndex中国在线调研N=10303.
7%11.
3%13.
6%18.
1%23.
4%16.
7%1.
6%11.
7%0.
0%5.
0%10.
0%15.
0%20.
0%25.
0%15000元以上10001-15000元8001-10000元6001-8000元4001-6000元2001-4000元2000元以下无收入智能手机调查报告SurveyReportofSmartPhones8/21家庭月收入FamilyMonthlyIncomeQQSurvey中国在线调研数据显示,参与调查的1030位智能手机潜在消费者可支配家庭月收入集中在4000元以上,累计占比超过九成.
而其中家庭月收入在10001-15000元的潜在消费者占了28.
0%,成为最主要的消费群体.
DatafromQQSurveyChinaonlineresearchninetypresentsthatgovernablefamilymonthlyincomeofthe1030smartphonepotentialconsumersparticipatinginthesurveyconcentrateson4000yuanandabove,aroundeightypercentofthetotal.
Moreover,potentialconsumerswithfamilymonthlyincomeof10001-15000yuanaccountfor28.
0%,whicharethemainconsumergroup.
图表4:2016Q4智能手机消费者家庭收入指数图ChartFour:2016Q4SmartPhoneConsumerFamilyIncomeIndex中国在线调研N=103014.
8%16.
4%28.
0%16.
9%10.
2%6.
2%5.
0%2.
6%0.
0%5.
0%10.
0%15.
0%20.
0%25.
0%30.
0%20000元以上15001-20000元10001-15000元8001-10000元6001-8000元4001-6000元2001-4000元2000元以下智能手机调查报告SurveyReportofSmartPhones9/21购买智能手机的渠道PurchaseChannelofSmartPhonesQQSurvey中国在线调研数据显示,参与调查的1030位智能手机潜在消费者在购买智能手机时的主要渠道是品牌专卖店,所占比例为55.
5%,其次是网上购买和专门电器大卖场,所占比例分别为51.
7%、39.
8%,大卖场/大超市和电脑专卖店紧追其后,分别占据27.
0%、25.
0%.
QQSurveyChinaonlineresearchrevealsthatpurchasechannelsof1030smartphonepotentialconsumersparticipatinginthesurveyaremainlybrandmonopolizedshop,accountingfor55.
5%.
Nextareon-lineshopping,holdingandspecializedappliancehypermarket,51.
7%and39.
8%ofthetotalrespectively.
Theabovechannelsarefollowedbyshoppingmall/hypermarketandcomputerstore,takingup27.
0%and25.
0%separately.
图表5:2016Q4智能手机消费者购买智能手机的渠道指数图ChartFive:2016Q4SmartPhoneConsumerPurchaseChannelIndex中国在线调研N=10302.
2%25.
0%27.
0%39.
8%51.
7%55.
5%0.
0%10.
0%20.
0%30.
0%40.
0%50.
0%60.
0%其他电脑专卖店(太平洋数码广场)大卖场/大超市(沃尔玛/家乐福)专门电器大卖场(苏宁/国美)网上购买品牌专卖店(苹果专卖店)智能手机调查报告SurveyReportofSmartPhones10/21预期购买哪些品牌MobileBrandsofAnticipatedBuyingSmartPhones智能手机潜在消费者中针对"预期购买哪些品牌"方面,苹果(Apple)、小米占主导地位,分别占了42.
8%、35.
6%比例.
其次是三星(Samsung)、OPPO、魅族、联想,分别占了29.
1%、21.
8%、16.
2%、12.
3%.
其他品牌的购买意向都低于百分之十,由此可以看出在消费者心目中苹果(Apple)、小米还是占据绝对主导地位.
Asforanticipatedbuyingbrandsofsmartphonepotentialconsumers,Apple、MIhaveabsolutepredominance,accountingfor42.
8%、35.
6%respectively.
NextareSamsung、OPPO、MEIZU、Lenovo,accountingfor29.
1%、21.
8%、16.
2%、12.
3%respectively.
Purchaseintentionsofotherbrandsareallbelow10%.
ThuswecanseethatApple、SamsungandMIarestillpredominantpowersintheeyesofconsumers.
图表6:2016Q4智能手机消费者预期购买哪些品牌指数图ChartSix:2016Q4SmartPhoneConsumers'AnticipatedBuyingMobileBrandsIndex中国在线调研N=10301.
4%1.
7%1.
7%2.
0%2.
1%2.
1%2.
4%2.
6%2.
8%2.
9%2.
9%2.
9%3.
0%3.
5%4.
3%5.
5%6.
7%8.
4%8.
7%12.
3%16.
2%21.
8%29.
1%35.
6%42.
8%0.
0%5.
0%10.
0%15.
0%20.
0%25.
0%30.
0%35.
0%40.
0%45.
0%Alcatel/阿尔卡特K-Touch/天语Newsmy/纽曼Dopod/多普达Sharp/夏普Skyworth/创维一加Hisense/海信Haier/海尔Motorola/摩托罗拉BlackBerry/黑莓Konka/康佳SonyEricsson/索尼爱立信LGPhilips/飞利浦Nokia/诺基亚HTCZTE/中兴BBK/步步高Lenovo/联想魅族OPPOSamsung/三星小米Apple/苹果智能手机调查报告SurveyReportofSmartPhones11/21智能手机价格段PriceRangeofSmartPhonesQQSurvey中国在线调研数据显示,参与调查的1030位智能手机潜在消费者中针对"购买智能手机价格"方面,集中在1000-4999元,累计占比接近八成.
分别为1000-1999元的占20.
2%;2000-2999元的占26.
6%;3000-3999元的占20.
2%;4000-4999元的占12.
3%,由此可以看出消费者对智能手机的心理价位在1000-4999元这个趋势.
DatafromQQSurveyChinaonlineresearchshowsthatanticipatedbuyingpriceofthe1030smartphonepotentialconsumersparticipatinginthesurveycenterson1000-4999yuan,aroundeightypercentofthetotal.
Goingintodetails,theyarerespectively:1000-1999yuan,20.
2%;2000-2999yuan,26.
6%;3000-3999yuan,20.
2%;4000-4999yuan,12.
3%Obviouslythereisatendencythatidealpricerangeofsmartphonesforconsumersis1000-4999yuan.
图表7:2016Q4智能手机消费者预期购买智能手机价格段指数图ChartSeven:2016Q4SmartPhoneConsumers'AnticipatedBuyingPriceRangeIndex中国在线调研N=10306.
4%11.
2%12.
3%20.
2%26.
6%20.
2%3.
1%0.
0%5.
0%10.
0%15.
0%20.
0%25.
0%30.
0%6000以上5000-59994000-49993000-39992000-29991000-19991000以下智能手机调查报告SurveyReportofSmartPhones12/21法律声明LegalNotice本报告版权仅为我公司所有,未经书面许可,任何机构和个人不得以任何形式翻版、复制和发布.
如引用、刊发,需注明出处为QQSurvey,且不得对本报告进行有悖原意的引用、删节和修改.
本报告中发布的调研数据部分采用抽样调研方法,其数据结果受到样本的影响.
由于调研方法及样本的限制,调查资料收集范围的限制,部分数据不能够完全反映真实市场情况.
本报告只提供给客户作为市场参考资料,QQSurvey对该报告的数据准确性不承担法律责任.
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Withoutwrittenpermission,anyorganizationsandindividualsshallnotreprint,copy,orpublishinanyform.
Forcitationorpublishmentpurposes,pleaseindicatethesourceofQQSurveyanddon'tcite,abridge,orrecomposethereportagainstoriginalintentions.
Partoftheresearchdatareleasedinthisreportadoptedsamplingsurveymethod,andthedataresultsareinfluencedbysamples.
Causedbyrestrictionsofsurveymethods,samples,andsurveydataacquisitionrange,partialdatacannotreflectrealmarketconditionscompletely.
Thisreportisonlyformarketreferenceofclients.
QQSurveywillnotbearanylegalresponsibilityfordataaccuracyinthisreport.
关于QQSurveyAboutQQSurveyQQSurvey是一家领先的在线调研公司,为客户提供更快速、更经济、更高效的市场调研服务QQSurveyisaleadingonlineresearchcompany,providingclientsfaster,moreeconomic,andmoreefficientmarketresearchservice.
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qqsurvey.
com智能手机调查报告13/15联系我们ContactUs地址:上海市吴兴路2772号锦都大厦912室Address:Rm912,JinduPlaza,No.
277WuxingRd.
Shanghai,China200030电话:021-52379150Tel:021-52379150传真:021-52379151Fax:021-52379151智能手机调查报告14/15附:调查问卷Attachment:Questionnaire智能手机SmartPhonesS1.
您的性别(单选)[控制配额,避免男性答题者过多]S1.
Yourgender(Singlechoice)[Controlquotastoavoidtoomanymalerespondents]男1女2Male1Female2S2.
请问您的年龄是(单选)S2.
Yourage(Singlechoice)25岁及以下126-35岁236-45岁346岁及以上425yearsoldandunder126to35yearsold236to45yearsold346yearsoldandabove4S3.
请问您所在的区域是(单选)S3.
Yourlocation(Singlechoice)珠三角地区(含广州、深圳、东莞、惠州、中山、珠海及周边等城市)1长三角地区(含上海、杭州、南京、苏州、无锡、扬州、温州、义乌及周边等城市)2环渤海地区(含北京、烟台、天津、大连、威海、青岛等城市)3Pearlriverdeltaregion(includingGuangzhou,Shenzhen,Dongguan,Huizhou,Zhongshan,Zhuhai,andothersurroundingcities)1Yangtzeriverdeltaregion(includingShanghai,Hangzhou,Nanjing,Suzhou,Wuxi,Yangzhou,Wenzhou,Yiwu,andothersurroundingcities)2智能手机调查报告15/15Circum-bohaisearegion(includingBeijing,Yantai,Tianjin,Dalian,Weihai,Qingdao,andothercities)3S4.
请问您的教育程度是(单选)S4.
Youreducationalstatus(Singlechoice)初中及以下1中专/技校/职高/高中2大学专科/本科3研究生及以上4Juniorhighschoolorunder1Technicalsecondaryschool/vocationalschool/professionalhighschool/highschool2Juniorcollege/undergraduatecollege3Graduateorabove4S5.
请问您的婚姻状况(单选)S5.
Yourmaritalstatus(Singlechoice)单身1同居/已婚2其他(如离婚/丧偶等)3Single1Cohabiting/married2Others(suchasdivorced,widowed,etc.
)3S6.
请问您的工作(单选)S6.
Yourjob(Singlechoice)全职人员1追问S7题兼职人员2追问S7题失业3跳问S9题学生4跳问S9题退休5跳问S9题全职家庭主妇6跳问S9题Full-timestaff1GettoS7Part-timestaff2GettoS7Unemployed3JumptoS9Student4JumptoS9智能手机调查报告16/15Retired5JumptoS9Full-timehousewife6JumptoS9S7.
请您告诉我您的职业(单选)S7.
Yourvocation(Singlechoice)高级行政管理(董事长/总经理/行政总裁)1部门经理/主管2私营业主/合伙人/个体户3专业人员-医生、律师、会计师等4政府人员/机关干部5其他技术白领6非技术白领/文员7技术蓝领8非技术蓝领9自由职业者10其他(注明____)11Seniorexecutivemanager(boardchairman/generalmanager/chiefexecutiveofficer)1Departmentmanager/supervisor2Privateowner/partner/individualhousehold3Specializedpersons–doctor,lawyer,accountant,etc4Governmentalpersonnel/governmentfunctionary5Othertechnicalwhite-collarworker6Non-technicalwhite-collarworker/clerk7Technicalblue-collarworker8Non-technicalblue-collarworker9Freelanceworker10Others(indication)11高级行政管理(董事长/总经理/行政总裁)1部门经理/主管2私营业主/合伙人/个体户3专业人员-医生、律师、会计师等4政府人员/机关干部5其他技术白领6非技术白领/文员7技术蓝领8非技术蓝领9自由职业者10其他(注明____)11智能手机调查报告17/15Seniorexecutivemanager(boardchairman/generalmanager/chiefexecutiveofficer)1Departmentmanager/supervisor2Privateowner/partner/individualhousehold3Specializedpersons–doctor,lawyer,accountant,etc4Governmentalpersonnel/governmentfunctionary5Othertechnicalwhite-collarworker6Non-technicalwhite-collarworker/clerk7Technicalblue-collarworker8Non-technicalblue-collarworker9Freelanceworker10Others(indication)11S8.
请问下列哪一项最能形容您个人每月的平均收入(单选)S8.
Whichofthefollowingbestdescribesyourpersonalmonthlyincome(Singlechoice)2000元以下12001-4000元24001-6000元36001-8000元48001-10000元510001-15000元615000元以上72000yuanandunder12001-4000yuan24001-6000yuan36001-8000yuan48001-10000yuan510001-15000yuan615000yuanandabove7S9.
请问下列哪一项最能代表您家庭每月的总收入呢(含工资、奖金和补贴等所有收入)(单选)S9.
Whichofthefollowingbestrepresentsyourfamilymonthlyincome(includingwage,bonus,subsidy,andallotherearnings)(Singlechoice)2000元以下12001-4000元24001-6000元36001-8000元48001-10000元510001-15000元615001-20000元7智能手机调查报告18/1520000元以上82000yuanandunder12001-4000yuan24001-6000yuan36001-8000yuan48001-10000yuan510001-15000yuan615001-20000yuan720000yuanandabove8S10.
您最近三个月内购买以下哪些类数码产品(复选)[选项随机]S10.
Whatdigitalproductsdidyoupurchaseoverthepastthreemonths(Multiplechoice)[Randomoptions]S11.
您预期未来三个月内购买以下哪些类数码产品(复选)[选项随机]S11.
Whatdigitalproductsdoyouanticipatetobuyoverthenextthreemonths(Multiplechoice)[Randomoptions]S10S11智能手机(可以自己下载安装软件)11掌上游戏设备(如PSP,NDSL)22MP4等不能上网的视频播放器33专业车载导航仪44台式电脑55笔记本电脑66上网本(较为小巧轻薄配置较低的笔记本)77电子阅读器88平板电脑99全都没有使用过1010注:S11未选择"智能手机"终止访问S10S11Smartphone(abletodownloadandinstallsoftwarepersonally)11Handheldgamedevice(likePSPandNDSL)22Mp4andothervideoplayersthatcan'tconnecttotheinternet33Professionalvehicularnavigator44Desktopcomputer55Laptop66Netbook(smallandthinbutlow-profilelaptop)77Electronicreading88Tabletcomputer99Havenotusedtheaboveall1010Attention:terminatethequestionnaireif"smartphone"isnotselectedinS11.
智能手机调查报告19/15S12.
您预期未来三个月内将会通过哪些购买渠道来购买智能手机(复选)S12.
Whatpurchasechannelswillyouchoosetobuysmartphonesoverthenextthreemonths(Multiplechoice)品牌专卖店(苹果专卖店)1大卖场/大超市(沃尔玛/家乐福)2专门电器大卖场(苏宁/国美)3电脑专卖店(太平洋数码广场)4网上购买5其他6Brandmonopolizedshop(e.
g.
applestore)1Shoppingmall/hypermarket(e.
g.
Wal-Mart/Carrefour)2Specializedappliancehypermarket(Suning/Gome)3Computerstore(e.
g.
thePacificDigitalPlaza)4On-lineshopping5Others6S13.
您预期未来三个月内最有可能购买哪些品牌的智能手机(复选)[选项随机]S13.
Whichmobilebrandsofthefollowingwillyoubemostlikelytobuyoverthenextthreemonths(Multiplechoice)(Randomoptions)Nokia/诺基亚1Samsung/三星2SonyEricsson/索尼爱立信3HTC4Motorola/摩托罗拉5LG6Lenovo/联想7K-Touch/天语8Philips/飞利浦9Apple/苹果10OPPO11Sharp/夏普12BBK/步步高13ZTE/中兴14BlackBerry/黑莓15Dopod/多普达16Konka/康佳17Alcatel/阿尔卡特18Newsmy/纽曼19Skyworth/创维20Haier/海尔21智能手机调查报告20/15Hisense/海信22其他(注明____)23Nokia1Samsung2SonyEricsson3HTC4Motorola5LG6Lenovo7K-Touch8Philips9Apple10OPPO11Sharp12BBK13ZTE14BlackBerry15Dopod16Konka17Alcatel18Newsmy19Skyworth20Haier21Hisense22Others(indication)23S14.
您预期未来三个月内最有可能购买那个价格范围内的智能手机(单选)S14.
Whichoneofthefollowingisyouridealsmartphonepricerangethatyouaremostlikelytochooseoverthenextthreemonths(Singlechoice)1000以下11000-199922000-299933000-399944000-499955000-599966000以上71000yuanandunder11000-1999yuan22000-2999yuan33000-3999yuan44000-4999yuan5智能手机调查报告21/155000-5999yuan66000yuanandabove7