CONSUMER&

BRANDBrandKPIs

for

smartphones:

SHIFT

inthe

United

KingdomConsumer

Insights

reportJanuary2025Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

SHIFT’sperformance

inthesmartphone

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofJanuary202567%

of

SHIFTowners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SHIFT’sbranding

resonates

more

with

Gen

Z?SHIFTgenerally

appealstomen

more

than

women?SHIFTranksoutsidethe

Top

10

inawareness

withinthe

smartphone

market?Thepopularity

ratingof

SHIFTis4%?Among

SHIFTenthusiasts,60%

fallunderthe

high-income

category?SHIFTranksoutsidethe

Top

10

inownership?Consumers

want

theirsmartphone

brandsto

have?Interms

of

loyalty,SHIFTisseventh

intheUnitedreliability,

honesty

/trustworthiness,

and

highvalueKingdom?SHIFThasascore

of4%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

SHIFT

at

67%Brand

profile:

snapshotBrand

performance

of

SHIFT

intheUnitedKingdom67%13%4%4%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smartphones

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=162,

respondents

who

know

the

individual

brand

(popularity),

n=162,

respondentswho

know

the

individual

brand

(ownership),

n=6,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=162,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025SHIFT’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations57%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSHIFTbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatSHIFTislikedby0%

ofBaby

boomers

and14%

ofGenXers,

whereas

thetotalshareof

industryusers

is11%and30%,

respectively.34%30%29%24%ForMillennials

andGen

Z,

29%

and

57%

feel

positivelytowards

SHIFT,versus

34%

and24%.

Socurrently,forSHIFT,Gen

Zconnects

most

withtheirbrandcomparedtothe

overall

industryuser.14%11%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmartphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=7,

SHIFTenthusiast,

n=1,225,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025SHIFT

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

SHIFTshows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SHIFThasahigherproportionof

LGBTQIA+consumers

when9%14%43%57%56%

ofmen

likeSHIFTcompared

to43%of

women,

whereas

forthe

overallindustry,51%

of

women

own51%49%smartphones

compared

to

49%

of

men.87%86%compared

to

theindustryusers

ingeneral.14%

ofSHIFTenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=7,

SHIFTenthusiast,

n=1,225,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

SHIFT

enthusiasts,

60%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.14%20%Single30%33%0%0%CoupleSingleparentNuclear60%

ofSHIFTenthusiastsare

fromhigh-income

households.SHIFT’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

anextended

household,

57%

ofSHIFTenthusiastshavethiscurrent

livingsituation.21%60%10%14%28%Multi-generational14%14%3%40%36%57%ExtendedOther0%4%0%Brand

enthusiastIndustryuserMedium

LowHighBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

smartphones,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=7,

SHIFTenthusiast,

n=1,225,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Consumers

want

their

smartphone

brands

to

have

reliability,

honesty

/trustworthiness,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

smartphone

brandsForsmartphones,

the

top

threequalitiesowners

want

from

abrand

are

reliability,honesty

/trustworthiness,

andhighvalue.Authenticity100%Thrill/ExcitementSustainabilityBoldnessCleverness80%60%40%20%0%SHIFTowners

alsoappreciate

these

keyattributes,indicating

SHIFTexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSHIFTenthusiastsareleast

focused

onare

high

valueandthrill/excitement.ReliabilityExclusivitySHIFTshould

work

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smartphones,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tosmartphones,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=6,

SHIFTowners’,n=7,

SHIFTenthusiast,

n=1,225,

smartphone

ownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025Among

SHIFT

fans,

71%

state

that

they

get

excited

about

smartphonesBrand

profile:

attitudesWhat

doconsumersthink

ofsmartphones

ingeneral?71%71%57%44%43%43%43%28%26%24%20%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustsmartphonestopicsrelating

tosmartphonesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smartphones

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=7,

SHIFTenthusiast,

n=1,225,

smartphoneownersSources:

Statista

Consumer

Insights

Global,

asofJanuary2025CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1167%

of

SHIFTowners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smartphones,

the

averageawareness

ofabrandinthe

United

Kingdomis55%.Awareness

ofSHIFT,however,

isat13%.Awareness4%

of

UKsmartphone

owners

say

theylikeSHIFT,compared

to

anindustryaverage

brandpopularity

of19%.4%

of

industryowners

inthe

United

Kingdomsaytheyown

SHIFT,with

the

average

ownership

of

abrand

at10%.BuzzPopularity67%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of62%.SHIFThasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of4%

compared

to13%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Smartphones

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents(awareness),

n=162,

respondents

who

know

the

individual

brand

(popularity),

n=162,

respondentswho

know

the

individual

brand

(ownership),

n=6,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=162,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025SHIFT

ranks

outside

the

Top

10

in

awareness

within

the

smartphone

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSHIFTRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1SamsungGalaxy96%95%94%93%90%87%86%84%62%53%13%2AppleiPhoneNokia34Sony5LGUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Google

PixelHuaweiMotorolaHTC78Outofallrespondents,

13%

were

aware

of

SHIFT.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.87%9AwarenessN/A10Alcatel13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025The

popularity

rating

of

SHIFT

is

4%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSHIFTRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.4%1SamsungGalaxy61%56%31%20%20%18%18%17%17%16%2AppleiPhoneGoogle

PixelHuawei34Outofconsumers

who

knew

thebrand,

4%

saidtheyliked

SHIFT.This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5OPPO6FairphoneHonor78OnePlusNokia996%PopularityN/A10Xiaomi/Mi14

Notes:“When

it

comesto

smartphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=162,

respondents

who

know

theindividual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025SHIFT

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofSHIFTRank#

BrandUsage

%47%41%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

tosmartphones,

which

of

the

following

brandsdoyouown

currently?”.4%1AppleiPhone2SamsungGalaxyHonor3Outofconsumers

who

knew

thebrand,

4%

saidtheyowned

SHIFT.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4Google

PixelOPPO59%6Nothing8%7Motorolarealme8%87%9Huawei6%96%UsageN/A10Xiaomi/Mi6%15

Notes:“When

it

comesto

smartphones,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=162,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofJanuary2025In

terms

of

loyalty,

SHIFT

is

seventh

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSHIFT’sconsumersRank#

BrandLoyalty

%94%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AppleiPhone2SamsungGalaxyZTE88%33%378%4OnePlusXiaomi/MiGoogle

PixelSHIFT75%574%668%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smartphones,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.67%767%8OPPO66%9Nokia66%Outofrespondents

whohaveowned

SHIFT,67%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Sony64%16

Notes:“When

it

comesto

smartphones,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;

Multi

Pick;

Base:

n=6,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025SHIFT

has

a

score

of

4%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSHIFTRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.4%1AppleiPhone2SamsungGalaxyGoogle

PixelFairphoneOPPO41%336%Outofconsumers

who

knew

thebrand,

4%

saidtheyhadheardaboutSHIFTinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.413%512%6Huawei12%7Honor11%8Nothing10%9OnePlus10%96%BuzzN/A10Xiaomi/Mi10%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=162,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofJanuary2025STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences