- YouGov pollers have determined what the typical Xiaomi buyer in Germany looks like.
- The market researchers reveal a surprising detail.
The company’s cell phones have been available for sale in Germany for almost a year, during which time Xiaomi was able to increase its level of awareness significantly and is now known to 37 percent of Germans. A year ago, only 22 percent could do something with the brand.
However, the market researchers did not find any increased buying interest within the manufacturer’s fan base. This indicates that Xiaomi still has to convince interested parties of the advantages of the brand.
Male, top earner and Saturn buyer
The pollsters also reveal some information about the typical Xiaomi buyer. The brand is particularly popular with men with above-average incomes, which is surprising since Xiaomi is primarily known for its good price-performance ratio. Another noticeable feature: Many Xiaomi buyers in Germany typically buy from Saturn.
According to the YouGov study, ten percent of Saturn customers can imagine buying a Xiaomi device, five percent already have one. The dealer and Xiaomi therefore want to expand the cooperation. Xiaomi already has a shop-in-shop system in a Saturn store in Cologne.
Xiaomi is currently the third largest cell phone manufacturer in the world. Market researchers see the company in Boom and trust Xiaomi to take Huawei’s place as early as next year. Eventually the company continues to lose market share due to the US trade embargo.