Analysis of smartphone-related keyword searches of non-Japanese manufacturers like OPPO

Analysis of smartphone-related keyword searches of non-Japanese manufacturers like OPPO

The "SIM lock ban" has been mandated since October 1, 2021. Now, all smartphones must be "SIM-free." We investigate and analyze OPPO, which entered the Japan market in January 2018, along with Huawei and ASUS, two top-ranking overseas manufacturers that offer affordable products.


Let's learn more about OPPO, Huawei, and ASUS!

To gauge the level of awareness of each manufacturer, let's look at the number of searches for the most recent year using Dockpit, an online behavior analytics tool.

OPPO was, by far, the most popular brand, followed by ASUS, and then Huawei. The popularity of OPPO is evident.

"OPPO," "Huawei," "ASUS" keyword basic indicators
*Defining keywords: "OPPO" includes "オッポ" ("OPPO" written in Japanese character), "Huawei" includes "ファーウェイ" ("Huawei" written in Japanese character) and "ASUS" includes "エイスース" ("ASUS" written in Japanese character)

Period: August 2021 - July 2022
Devices: PC and smartphone

About OPPO

OPPO is a Chinese smartphone manufacturer that announced its entry into the Japanese market in January 2018. Although the manufacturer is still relatively unfamiliar in Japan, it is available in more than 50 countries and regions around the world and has established a strong global position with the fourth largest market share in the world.

In addition, the company has earned a reputation for being quick to enhance its features, such as its camera functions and quick charging capabilities, in response to market needs, especially among younger consumers. In particular, with regards to cameras, the company seems to be focusing on research and development of cutting-edge camera technology, including the world's first smartphone with a "beauty mode" (automatic retouching) and the world's first camera capable of capturing images in one billion colors.

OPPO official website

OPPO press release

About Huawei

Huawei is a Chinese manufacturer that pioneered the SIM-free smartphone and tablet market in Japan. As of 2019, Huawei is among the top three global manufacturers and ranks third in terms of global handset shipments .

Apart from smartphone-related businesses, the company is in the telecommunication/network business, ICT solution business for corporate customers, and device business for consumers, and is focusing on the SIM-free device business in Japan.

In addition, the company is developing highly-functional products by leveraging its world-class technological capabilities, such as promoting the global expansion of 5G for business, and has a full lineup of products ranging from low-priced to highly-functional models.

HUAWEI official website

About ASUS

ASUS is a Taiwan-based PC and peripheral equipment manufacturer founded in 1989, and its own brand Eee PC, which they had around 2008, was one of the products that inspired the creation of the low-priced laptop category called Netbook, which further raised ASUS' recognition.

The main product lineup includes laptops, desktop PCs, gaming PCs, PCs for creators, LCD monitors, gaming devices, PC parts, smartphones, and tablet devices.

Incidentally, the official pronunciation of the brand was not announced at first, and there were several pronunciations such as "A-soos" and "E-soos," but in September 2012, it was officially announced that the its pronunciation is "Ei-soos."

ASUS official website

“OPPO” is searched twice as many times as the other brands

First, let's look at the number of people who searched within the last year.

We found that "OPPO" was hovering around 700,000 searches, about twice as many as "Huawei" and "ASUS." "OPPO" had close to 800,000 searches in December 2021, but after peaking in that month, the number of search users has gradually declined.

The number of people searching “Huawei” and “ASUS” also appear to be declining in 2022.

The number of people searching "OPPO," "Huawei," and "ASUS"

Period: August 2021 - July 2022
Devices: PC and smartphone

"OPPO" for women and "ASUS" for the younger generation

Next, let's look at the attributes.

By gender, more than half of the respondents were male with the overall tending to be male.

However, the percentage of women varied by manufacturer, with "OPPO" having the most, then "Huawei," followed by "ASUS," and OPPO had a higher percentage of women by 13.6 points compared to ASUS.

Attributes for people searching "OPPO," "Huawei," and "ASUS": Gender

Period: August 2021 - July 2022
Devices: PC and smartphone

By age group, we found that overall, a higher percentage of respondents were in their 40s.

However, with regard to the people in their 20s, it was also notable that "ASUS" was 2 points higher than "All Internet users."
As mentioned later in the article, this may be due to the inclusion of game displays in the "ASUS" product lineup.

Attributes of people searching "OPPO," "Huawei," and "ASUS": Age bracket

Period: August 2021 - July 2022
Devices: PC and smartphone

Explore search needs using Word Network

Finally, let's take a closer look at the search needs of each manufacturer using Word Network.

OPPO concentrates on smartphone model names and transmission speed

Points of interest were concentrated on smartphone model names and communication speeds, with "A" and "A73" for the A series, "RENO" and "RENO5" for the Reno series, and "5G."

Regarding the model name, we found that respondents were searching for "case" in addition to "specs," "comparison," and "differences."
Regarding 5G, we also found that they are interested in whether or not each model is 5G-compatible.

"OPPO" word network

Period: August 2021 - July 2022
Devices: PC and smartphone

"Huawei" is aggregated into smartphone model names and smartwatches

Next, let's look at "Huawei."

The key point of user interest was concentrated on smartphone model names and smartwatches, with "NOVA" from the nova series, "PRO" and "LITE" for some of the names, and "WATCH" for the HUAWEI WATCH and "BAND" for the Band series.

As for the names of the models, they are interested in the name of each model. In addition to the type of smartwatch, words such as "review" and "differences" also stood out.

"Huawei" word network

Period: August 2021 - July 2022
Devices: PC and smartphone

ASUS concentrates on gaming monitors and PCs

Finally, let's take a look at "ASUS.”

The key point of user interest was concentrated on monitors and PCs, with the names of gaming displays (gaming monitors) like "GAMING," "TUF" and "ROG" being frequently searched, then "laptop" and programs like "BIOS."

Model names are prominent regarding monitors, and with regard to computers, in addition to model name and 'evaluation,' people are also interested in 'how to set up' and 'how to update.'

*The official name for the acronym BIOS is Basic Input Output System. It is installed on the motherboard, which is the foundation of a PC, and is an essential program for both desktop PCs and laptops.

"ASUS" word network

Period: August 2021 - July 2022
Devices: PC and smartphone

Summary

Using the keyword analysis in Dockpit, we researched and analyzed foreign manufacturers OPPO, Huawei and ASUS.

User needs were all distinctive, with people showing interest in smartphones for OPPO, smartwatches in addition to smartphones for Huawei, and gaming monitors and computers for ASUS.

The number of users searching for the product shows that OPPO, a new manufacturer, has made its presence known.

By using analytics tools like Dockpit, it is possible to better grasp user needs and images. Please make use of these tools for better content creation and optimal information provision by correctly understanding your objectives and targets to firmly capture the hearts and minds of your users.

Research Overview

Dockpit analysis based on online activity data and attribute information with the cooperation of participants nationwide
・Period of activity log analysis: August 2021 to July 2022
・Volume is estimated based on the domestic online population, based on the rate of participants among participants owned by VALUES.
・Target devices: PC and smartphone

About Dockpit

The data in this research is from Dockpit, an analytics tool with online behavior log data and user demographic information under the permission of panelists in Japan presented by VALUES, Inc.

※The numbers of users are estimated by the data in the monitor and the internet population in Japan.

dockpit Get free version

※日本語での記事はこちらをご確認ください

世界的なシェア率を誇る「OPPO」など、海外メーカーのスマホの検索キーワードを分析

https://manamina.valuesccg.com/articles/1961

2021年10月1日からキャリアに義務付けられた「SIMロックの原則禁止」。これにより、現在販売されているすべてのスマートフォンは“SIMフリー”という扱いとなりました。今回は種類が豊富でコストパフォーマンスに優れた海外スマートフォンの中でも、2018年1月に日本のマーケットに参入しモバイル業界に衝撃を与えた「OPPO」と、常連の上位メーカー「Huawei」と「ASUS」について調査・分析します。

この記事のライター

マナミナは" まなべるみんなのデータマーケティング・マガジン "。
市場の動向や消費者の気持ちをデータを調査して伝えます。

編集部は、メディア出身者やデータ分析プロジェクト経験者、マーケティングコンサルタント、広告代理店出身者まで、様々なバックグラウンドのメンバーが集まりました。イメージは「仲の良いパートナー会社の人」。難しいことも簡単に、「みんながまなべる」メディアをめざして、日々情報を発信しています。

関連する投稿


2023年の「母の日」のトレンドを予測!定番の「花」以外に伸びている需要とは?

2023年の「母の日」のトレンドを予測!定番の「花」以外に伸びている需要とは?

来年の「母の日」に向けて、今年や昨年のデータから近年のニーズを考察し、最近のトレンドや2023年にどんなギフトが流行りそうかについて調査・分析します。母の日に向けた企画やプロモーション検討の参考になれば幸いです。


トレンドワードに「ABEMA」「FIFA」など...「週間」検索キーワードランキング(2022/11/20~2022/11/26)

トレンドワードに「ABEMA」「FIFA」など...「週間」検索キーワードランキング(2022/11/20~2022/11/26)

行動ログをもとに週次の検索急上昇ワードランキングを作成し、トレンドになっているワードについて取り上げます。2022年11月20日~11月26日は、「FIFAワールドカップ」で持ちきりだった様子。テレビで視聴できる日本戦だけでなく、W杯の全試合を無料生中継しており、「本田圭佑」さんの解説が話題になっている「ABEMA」も多く検索されていました。


みんなが気にしているのは何のデメリット?おすすめ情報が気になるものとは?

みんなが気にしているのは何のデメリット?おすすめ情報が気になるものとは?

インターネットで何かを調べるとき、慎重な人はメリットよりデメリットが気になりますよね。または、インターネット上のおすすめ情報にも敏感な人は多いと思います。 今回の調査は、デメリットやおすすめ情報を調べる人の特性について、どんなジャンルで検索されているかも含めて分析していきます。


みんなはどんなプチプラアイテムを買っている?支持される「プチプラ」の特徴と傾向を分析

みんなはどんなプチプラアイテムを買っている?支持される「プチプラ」の特徴と傾向を分析

さまざまなものが値上がりしている2022年。いま、世間ではリーズナブルな価格をコンセプトとする「プチプラ」商品への関心が高まっています。今回は1年を通してどのような「プチプラ」へのニーズがあるのか、ヴァリューズのWeb行動ログ分析ツール「Dockpit」のデータをもとに検証しました。


トレンドワードに「国宝展」「ブラックフライデー」など...「週間」検索キーワードランキング(2022/11/13~2022/11/19)

トレンドワードに「国宝展」「ブラックフライデー」など...「週間」検索キーワードランキング(2022/11/13~2022/11/19)

行動ログをもとに週次の検索急上昇ワードランキングを作成し、トレンドになっているワードについて取り上げます。2022年11月13日~11月19日は、「東京国立博物館」で11月2日から開催中の「国宝展」や、11月25日~12月1日開催のAmazon「ブラックフライデー」などの検索が急上昇。今回は中でも、チケット難が叫ばれるほどの大盛況を見せる東京国立博物館の施策について紹介します。


最新の投稿


タイパとは?Z世代が重視する「タイパ至上主義」の背景とマーケティング事例

タイパとは?Z世代が重視する「タイパ至上主義」の背景とマーケティング事例

Z世代は、生活のあらゆる場面でタイパ(タイムパフォーマンス)を意識しています。「タイパ至上主義」という言葉が登場するほど、Z世代は時間効率を重視しているのです。この記事では、Z世代の購買心理・最新のトレンドを知るために、タイパの概要や価値観、マーケティング事例を解説します。


2022年中国の「独身の日=ダブルイレブン」商戦。最新のトレンド業界は?

2022年中国の「独身の日=ダブルイレブン」商戦。最新のトレンド業界は?

ダブルイレブン(W11)とは、毎年<b>11月11日に中国で行われている独身の日を祝うイベント</b>です。2022年のダブルイレブンでは、ECプラットフォームや店舗などの関係者が売上高を伸ばすことに力を入れていました。その中で加盟店が示す戦況報告からは、中国のマーケットで、新しい産業やブランドが急成長しているのを垣間見ることができます。 本記事では、2022年ダブルイレブンのトレンドとなった業界を中心にご紹介します。


Popular AI Image Generators, “Midjourney” and “Stable Diffusion.” Who are giving attention?

Popular AI Image Generators, “Midjourney” and “Stable Diffusion.” Who are giving attention?

We will investigate "Midjourney" and "Stable Diffusion" AI Image Generators, which allow anyone to generate images from keywords. Let’s look into it users, its purpose, the reason for its popularity, and its strengths. We will analyze the data of the interest group and analyze our user experience.


お菓子業界5社をマーケティング視点で企業研究! 大学生のデータドリブン就活|2022年最新版

お菓子業界5社をマーケティング視点で企業研究! 大学生のデータドリブン就活|2022年最新版

お菓子業界大手の「森永製菓」「江崎グリコ」「カルビー」「ブルボン」「不二家」。各公式サイトの集客状況に注目し、強みや施策の違いを調査します。2年半前に公開した同記事の最新版として、新たな発見をお届けします。


行動経済学の入門書籍20選!教科書や今人気のベストセラーも紹介

行動経済学の入門書籍20選!教科書や今人気のベストセラーも紹介

経済学に心理学を組み合わせる「行動経済学」。マーケティングとの親和性の高さ、そしてマーケティング活動のためのヒントがあるとされており、さまざまな場面で活用が進んでいます。行動経済学をビジネスに活かすには、そのエッセンスがよくまとまった本・書籍で学ぶのが近道です。今回は、ベストセラー本から教科書的なものまで、行動経済学についてまんべんなく学べるよう、20冊のおすすめ本を紹介します。


競合も、業界も、トレンドもわかる、マーケターのためのリサーチエンジン Dockpit 無料登録はこちら