Smartphones: Xiaomi/Mi in India 2022

Statista Global Consumer Survey – Brand Report

February 2022
Global Consumer Survey brand report
Introduction

Global Consumer Survey

The Statista Global Consumer Survey is an international survey that
covers more than 11,500 brands across 56 different countries. It is
being conducted as an interactive online survey; the target population
are internet users between 18 and 64 years of age 1.

Report overview
This brand report is based on data from the Global Consumer Survey
and features insights on Xiaomi/Mi in India for the following topics:

▪ Demographic profile

▪ Customer lifestyle

▪ Marketing touchpoints

Reading aid
Within the charts you will also be able to benchmark the results for
customers of the brand, labelled ’’brand users’’ in the charts, against
other ’’category users’’, in this case smartphone users and the overall
Indian onliner, labelled as ’’total’’ in the charts.

2 1: See the methodology for a detailed overview of the study design

Xiaomi/Mi in India
Key findings

Demographic profile Consumer lifestyle

▪ With a user share of 19%, Xiaomi/Mi is the second most used ▪ 65% of Xiaomi/Mi users state that it is important to them to have
smartphone brand mobile internet access in any place at any time
▪ ▪

▪ 57% of Xiaomi/Mi users are between the ages of 18 and 29 ▪ Playing sports is an important interest of Xiaomi/Mi users
▪ ▪

▪ Consumers with a low income make up 35% of Xiaomi/Mi users ▪ 39% of Xiaomi/Mi users are laggards or in the late majorty of
innovation adoption
▪ ▪
▪ The living arrangements of Xiaomi/Mi users and smartphone users ▪ An honest and respectable life has relative importance to Xiaomi/Mi
overall are similar users

Marketing touchpoints
97% of Xiaomi/Mi users regularly access the internet via a
smartphone

Xiaomi/Mi users tend to post pictures and videos online more than
the average onliner

65% of Xiaomi/Mi users remember seeing advertising on TV

3 Source: Global Consumer Survey

DEMO-
GRAPHIC
PROFILE

4
With a user share of 19%, Xiaomi/Mi is the second
most used smartphone brand
Brand usage

Top 10 most used smartphone brands in India

Samsung 25%

Xiaomi/Mi 19%

Apple 11%

Realme 9%

Vivo 7%

OnePlus 6%

OPPO 6%

Google 3%

Motorola 2%

Asus 2%

"What brand is your (primarily used) smartphone?; Single Pick; Base: n=4,015 smartphone users
5 Source: Statista Global Consumer Survey as of February 2022
Overview of Xiaomi/Mi users in India
General demographics

Gender Age
38%
Male 34%
65% Female
24%

35%

4%
0%
18 – 24 years 25 – 34 years 35 – 44 years 45 – 54 years 55 – 64 years

Household size Community

36% 37%
Town and rural Urban
64%
18%
36%

4% 5%

1 person 2 people 3 people 4 people 5 or more

"What is your gender?“; Single Pick; “How old are you?“; Single Pick; "How many people – including yourself and all children – permanently live in
your household?“; Single Pick; "In what type of community do you live?“; Single Pick; "What brand is your (primarily used) smartphone?; Single Pick;
Base: n=763 Xiaomi/Mi users
6 Source: Statista Global Consumer Survey as of February 2022
57% of Xiaomi/Mi users are between the ages of 18
and 29
Life stages

Age of consumers in India

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

Brand customers 57% 30% 12% 2%

Category users 52% 33% 13% 2%

Total 52% 35% 12% 2%

’’How old are you?’’; Single Pick; "What brand is your (primarily used) smartphone?; Single Pick; Base: n=763 Xiaomi/Mi users, n=4,015
smartphone users, n=24,438 all respondents
7 Source: Statista Global Consumer Survey as of February 2022
Consumers with a low income make up 35% of
Xiaomi/Mi users
Income

Share of consumers in India in the low, middle and high thirds of monthly household gross income​
High Middle Low

Brand customers 32% 33% 35%

Category users 36% 31% 32%

Total 33% 33% 33%

Recalculated to only include respondents that provide income information

Recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; "What brand is your (primarily used) smartphone?; Single Pick;
Base: n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
8 Source: Statista Global Consumer Survey as of February 2022
The living arrangements of Xiaomi/Mi users and
smartphone users overall are similar
Household classification

Type of households in which consumers in India live​

Single household Couple household Small family (up to 2 children) Large family (more than 2 children) Other

Brand customers 4% 3% 48% 3% 42%

Category users 5% 4% 52% 4% 35%

Total 5% 5% 52% 4% 35%

Typology based on ’’Household size’’ and ’’Children under 14 years of age in household’’; Single Pick; "What brand is your (primarily used)
smartphone?; Single Pick; Base: n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
9 Source: Statista Global Consumer Survey as of February 2022
Xiaomi/Mi users and smartphone users overall, live in
similar type of communities
Type of community

Communities in India where consumers live

Brand users Category users Total

29%
28%
27% 26% 26%
26%

12% 13% 13%

12% 12% 11% 12%
11% 11%
11%
10% 10%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over
million inhabitants 5 million inhabitants

’’In what type of community do you live?’’; Single Pick; "What brand is your (primarily used) smartphone?; Single Pick; Base: n=763 Xiaomi/Mi
users, n=4,015 smartphone users, n=24,438 all respondents
10 Source: Statista Global Consumer Survey as of February 2022
CUSTOMER
LIFESTYLE

11
65% of Xiaomi/Mi users want to have mobile internet
access in any place at any time
Attitudes

Attitudes towards the internet in India

Brand users Category users Total

65%
63% 62%

43% 44% 43% 42% 42%

36% 34% 34% 34% 33% 33%
29%

It is important to me to I actively do something for I’m well protected against I’m concerned that my Having access to the latest
have mobile internet access the protection of my data viruses and data abuse data are being misused cellular network technology
in any place at any time on the internet (5G) is important to me

’’Which of these statements apply to you?’’; Multi Pick; "What brand is your (primarily used) smartphone?; Single Pick; Base: n=763 Xiaomi/Mi
users, n=4,015 smartphone users, n=4,073 all respondents
12 Source: Statista Global Consumer Survey as of February 2022
Playing sports is an important interest of Xiaomi/Mi
users
Hobbies & interests

Top 10 hobbies and interests of Xiaomi/Mi users in India

Brand users Category users Total

63% 62%
60%
53%
54%
53%
47%
45% 46% 45% 44%
44% 43% 42% 43% 42% 42% 39% 38%
39% 39% 37% 38% 38% 38% 38%
36% 37% 36%
35%

Music Food Travel Technology/ Reading/ Health and Playing Watching Video games Photography
computers writing fitness sports sports

’’What are your hobbies and interests?’’; Multi Pick; "What brand is your (primarily used) smartphone?; Single Pick; Base: n=763 Xiaomi/Mi users,
n=4,015 smartphone users, n=24,438 all respondents
13 Source: Statista Global Consumer Survey as of February 2022
39% of Xiaomi/Mi users are laggards or in the late
majorty of innovation adoption
Innovation adopter types

Innovation adopter types based on statements on innovation by consumers in India

Brand users Category users Total

42%
39%
38%

22% 22% 22%

21% 21%
18%
17%
15% 15%

2% 3% 3%

Innovators Early adopters Early majority Late majority Laggards

Recode based on ’’Which of these statements apply to you?’’; Multi Pick; "What brand is your (primarily used) smartphone?; Single Pick; Base:
n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
14 Source: Statista Global Consumer Survey as of February 2022
An honest and respectable life has relative
importance to Xiaomi/Mi users
Life values

Most important aspects of life for consumers in India

Brand users Category users Total

51%
53%
52%
49%
45% 44% 42%
43% 42%

30% 31%
32% 31% 31% 31%
27%
27% 25%
26% 26% 24%
25%
23% 23%

14% 14%
12%
10% 10%
7%

To be An honest and A happy Safety and Learning Advancing Making my Having a Social justice Traditions
successful respectable relationship security new things my career own decisions good time
life

’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; "What brand is your
(primarily used) smartphone?; Single Pick; Base: n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
15 Source: Statista Global Consumer Survey as of February 2022
MARKETING
TOUCH-
POINTS

16
97% of Xiaomi/Mi users regularly access the internet
via a smartphone
Internet usage by device

Type of device consumers in India use regularly to access the internet

Brand users Category users Total

96%
97%
94%

58% 56%
55% 55% 55%
51% 49%
47% 48%

38% 37% 36% 35%

33% 33%
29% 28%
25% 25% 24% 26% 26%
24% 23%
19%
16% 15%

Smartphone Regular laptop Smart TV Desktop PC Tablet Smartwatch Smart Streaming Laptop with Gaming
speakers device touch screen console

’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; "What brand is your (primarily used) smartphone?; Single
Pick; Base: n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
17 Source: Statista Global Consumer Survey as of February 2022
Xiaomi/Mi users tend to post pictures and videos
online more than the average onliner
Social media usage

Social media activities in India by type​

Brand users Category users Total

63%
59% 58%
57% 54% 57% 56% 57% 56% 54%
53% 53% 53% 53%
50%
43% 42% 41%
44%
42% 40% 41% 41%
35% 36% 37%
32%
28% 28%
25%

7%
8% 7% 3%
2% 3%

Followed Liked posts Sent private Posted Commented Posted Shared Liked Followed Shared I have I haven’t
people by other messages pictures on posts texts / posts by company companies company used social used social
users / videos status other users posts posts media only media
updates passively

’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; "What brand is your (primarily used) smartphone?;
Single Pick; Base: n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
18 Source: Statista Global Consumer Survey as of February 2022
91% of Xiaomi/Mi users watched TV in the past 4
weeks
Media usage

Type of media, consumers in India have been using in the past 4 weeks
Brand users Category users Total

91% 89% 88%

68% 70% 70%

52% 54%
51%
45% 47%
41%

33% 33% 33%

TV Newspapers Movies / cinema Magazines Radio

’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; "What brand is your (primarily used) smartphone?; Single Pick; Base: n=763
Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
19 Source: Statista Global Consumer Survey as of February 2022
65% of Xiaomi/Mi users remember seeing advertising
on TV
Advertising touchpoints

Top 10 places where Xiaomi/Mi users in India have seen adverts in the past 4 weeks
Brand users Category users Total

65% 64% 60%

61%
59% 61% 57%
59%
56%
54%
50%
48% 47% 45%
45% 44% 43%
41%
34%
36% 34%
34% 35% 34% 34%
32% 31%
26% 24%
23%

On TV Advertising On social In apps In search Advertising In printed daily Banner ads In e-mail In the movies
videos on media engines videos on newspapers on websites newsletters / cinema
YouTube websites

’’Where have you come across advertisements in the past 4 weeks?’’; Multi Pick; "What brand is your (primarily used) smartphone?; Single Pick;
Base: n=763 Xiaomi/Mi users, n=4,015 smartphone users, n=24,438 all respondents
20 Source: Statista Global Consumer Survey as of February 2022
About the Statista Global Consumer Survey 2022

50+ 56 11,500+ 1,000,000+

topics & industries countries int. brands interviews
Marketing & Finance & insurance
The Statista Global Consumer Survey offers a global perspective
social media
on consumption and media usage, covering the offline and online
world of the consumer. It is designed to help marketers, planners,
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Health
retail
▪ Cross-tabulation
▪ Customized target groups
Food & nutrition Housing & household
▪ Trend and country comparisons equipment
▪ Export in Excel (CSV) or PowerPoint format

Internet & devices Travel

Media & digital media Services & eServices

Mobility Characteristics &

demographics

Find out more on www.statista.com/global-consumer-survey

21
The Global Consumer Survey is a worldwide online
survey among internet users between 18 and 64
Methodology

Method ▪ Online Survey, split questionnaire design

▪ Duration approx. 15 minutes

Languages ▪ Survey conducted in the official

language(s) of each country
▪ American English as an alternative

Source ▪ Statista

Region ▪ 56 countries
▪ See detailed list in the overview section

Number of ▪ Target number of n=40,000+ in the

respondents United States, n=24,000+ in Germany,
India and China, and n=12,000+ for
countries with the extended survey
▪ Target number of n=2,000+ for the basic
survey
▪ Please see appendix for detailed overview

Sample ▪ Internet users, aged 18 – 64

▪ Sample quotas (net) on gender and age

Survey period ▪ Continuous fieldwork from January to

December 2021
▪ Countries that receive the extended
survey are updated four times a year

22 Source: Global Consumer Survey methodology

Authors
Nicolas Loose
Director Market Research
n.loose@statista.com
Nicolas Loose is in charge of the exclusive
Statista surveys. He studied Communications
and Strategic Planning at Berlin University of
the Arts and Social Sciences at the Humboldt
University of Berlin.
After his studies, he worked as a market
researcher for customers in the FMCG and
automotive industries and as Head of Market
Research for AUTO BILD publishing group with
Axel Springer publishing house.
www.statista.com
Jack Spearman
Research Manager
j.spearman@statista.com
Jack Spearman studied Sociology at Kingston
University in London, UK. After graduating, he
went on to work at TNS and Ipsos in various
project management and market research
roles, developing his skills for over 7 years.
After moving to Hamburg in 2016, before
joining Statista, he worked as a Patient Insight
Manager for a patient recruitment company,
where he helped lead the expansion of the
company’s online survey offer.
Jan Gewiese
Research Manager
j.gewiese@statista.com
Jan Gewiese studied Economics (B.Sc.) at the
University of Hohenheim and Business
Administration at the University of Hamburg
(M.Sc.).
During his studies, he worked on several
empirical studies with the Chair of Consumer
Behavior at the University of Hohenheim, the
Hamburg Center for Health Economics, and
the Chair of Consumer Insights at the
University of Hamburg.