Xiaomi smartphone users in China are more engaged than iPhone users

BY Joe Rossignol

Published 9 Jul 2014


While it is widely perceived that Apple is a worldwide leader in software and customer engagement, sometimes referred to as the “Apple Magic,” the latest numbers from mobile metrics firm Flurry reveal that Chinese smartphone maker Xiaomi has been stealing some of its thunder. Read ahead to see just how well the “Apple of China” is doing.

According to the research, Xiaomi had a higher time spent in apps by Chinese smartphone users compared to Apple. The average Xiaomi user spent 7% more time in apps than iPhone consumers, based on a random sample of 23,000 devices in China throughout January 2014.

Nevertheless, Apple maintained a sizeable lead in engagement over its Android competitors. The average Samsung users spent 14% less time in apps compared to iPhone consumers, while the average HTC user spent 27% less time. All other Android competitors came in two percentage points lower.

Time Spent in Apps

Flurry took a closer look at what this high usage breaks down to for Xiaomi users, revealing that many are spending more time using entertainment and productivity apps versus gaming and social or messaging apps. Social and messaging apps under-index by 7 percentage points, while gaming falls under by 9 percentage points. Meanwhile, productivity apps over-index by 28 percent and media and entertainment apps by 62 percentage points.

Time Spent Category

The full report by Flurry provides some other interesting insights into Xiaomi consumers, including their age breakdown and persona. The data shows that the majority of the users are business professionals aged 18 to 34.

If anything, the success of Xiaomi in China is more threatening to other Android handset makers like Samsung and HTC. But as Apple attempts to make a bigger push into China, Apple does have reason to be concerned as well.

[via The Next Web]