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1、Commissioned by HONOR2023China Foldable Market Consumer Survey2S.No.TopicArea of InformationSlide No.1Key Takeaways22China Foldable Market OverviewChina Foldable Smartphone Sales by QuarterChina Foldable Smartphone Market Share and Top Models,Q3 2023China Foldable Smartphone Shipment Forecast4-73Fol

2、dable Survey InsightsWillingness to Purchase FoldablesReasons to Choose Foldables Clamshell vs Book-typeBook-type Study:Price,Weight and ThicknessDurability of Foldables Top Concern of All Surveyed Users Key Features When Selecting Foldable Models and Brands8-164AppendixDemographic SplitResearch Des

3、ign:Methodology14Table of Contents3Chinas foldable smartphone market continues to exhibit exponential growth in 2023,registering a 105%YoY surge in Q3 2023.The foldable segment in China is set to record a more than 60%YoY growth in 2023,despite a downturn in the overall market.Of the surveyed smartp

4、hone users,63.7%expressed the willingness to purchase a foldable smartphone as their next device.Among iOS users,57.6%showed interest in foldables,compared to 71.3%of Android users.The primary reason for choosing foldables is the appeal of trying new form factors.44.9%of the respondents were interes

5、ted in purchasing book-type foldables,while only 11.1%were inclined towards clamshell foldables.The rest were considering both form factors.69.9%of the respondents believe that the weight of book-type foldables should be similar to or lighter than the smartphones they currently use.Most are willing

6、to spend between RMB 7,000 and RMB 8,000($985 and$1,096)on these devices.The durability of foldable smartphones is a top concern among all surveyed users.Key Takeaways4China Foldable Market Overview523%21%5%11%4%16%8%9%10%8%49%34%0%10%20%30%40%50%Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023Source:Counterpoin

7、t Market Pulse ServiceChinese Foldable Smartphone Sales by Quarter 634%21%16%11%9%8%1%The foldable market in China grew 105%YoY in Q3 2023.In Q3 2023,Huawei continued to lead in terms of market share(around 34%)while also grabbing three spots in the top five models list.Huaweis best-selling Mate X3

8、has reached the peak of its lifecycle and has started to make way for the new Mate X5.Being 5G capable,the Mate X5 gained immediate traction upon its launch in September.Samsung solidified its position as the second-largest player with a market share of 21%.Samsungs early first-mover advantages are

9、weakening as the brand faces challenges from Chinese OEMs.HONOR climbed to the third position in Q3 2023,driven by the launch of the popular HONOR Magic V2,which was the best-selling foldable in China during the quarter.The Magic V2 immediately gained traction in the market after its launch in July.

10、It is by far the thinnest and lightest foldable in the market just 9.9 mm thick when folded and weighing 231 g.Source:Counterpoint Market Pulse Service13%9%8%7%6%HONOR Magic V2Huawei Mate X3Huawei Pocket SHuawei Mate X5Xiaomi Mix Fold 3OthersChina Foldable Market Share and Top Models,Q3 2023 7442%19

11、1%66%68%52%0%50%100%150%200%250%300%350%400%450%500%051015202520192020202120222023F2024F2025FChina FoldableSmartphoneShipmentsYoY GrowthSource:Counterpoint China Foldable Market AnalysisChina boasts the worlds most competitive foldable smartphone market,with all major domestic OEMs including Huawei,

12、OPPO,vivo,Xiaomi and HONOR having introduced their own foldable devices.These Chinese OEMs played a significant role in driving growth in the foldable segment with their mature supply ecosystem,strong partnerships with Chinese internet companies and aggressive product offerings.Although foldable sma

13、rtphones remain a niche,they will continue to be a key growth area characterized by robust growth.Chinas foldable market size is expected to reach 5%of the smartphone market by 2025.China Foldable Smartphone Shipment Forecast8Key Insights of the Survey936.3%19.6%44.1%Foldable SmartphoneBar-type Smar

14、tphoneConsidering BothiOS users showed a stronger willingness to remain with bar-type smartphones42.4%15.1%42.5%Bar-typeFoldableConsidering both28.7%25.2%46.1%Bar-typeFoldableConsidering Both63.7%of the surveyed smartphone users showed willingness to purchase a foldable as their next smartphone.Andr

15、oid users showed a stronger willingness to purchase foldablesWillingness to Purchase Foldables10Willingness of Current Foldable Users4.5%46.3%49.3%Bar-typeFoldable SmartphoneConsidering BothMore than 95%of current foldable users show willingness to purchase a foldable again.Book-type users show slig

16、htly higher loyalty to foldable devices for their next purchase.39.2%30.1%33.3%64.9%45.2%18.9%20.0%24.6%13.0%3.2%41.9%49.9%42.1%22.1%51.6%18-29 years30-39 years40-49 years50-59 years60 yearsBar-typeFoldableConsideringbothWillingness By Age Groups 37.3%35.6%16.3%22.6%46.4%41.7%FemaleMaleBar-typeFolda

17、bleConsideringBothWillingness By GenderMale users showed a slightly stronger willingness to purchase a foldable as their next smartphoneThe 30-49 age group appeared to be the biggest potential buyer cohort of foldable phones.Note:About 6%of survey respondents are current foldable users.Willingness t

18、o Purchase Foldables(Continued)118.4%10.2%11.3%12.8%14.3%20.6%22.3%Better photographyexperience Better gaming experience Better battery capacity Smoother multi-tasking Upgrade to latest SoC Bigger screen Try new form factorReasons for Choosing Foldables as Next Purchase44.9%11.1%44.0%Willingness to

19、Purchase Foldable TypeAmong these respondents,44.9%were willing to purchase book-type foldables,while only 11.1%showed strong interest in buying clamshell foldables.For respondents who prefer to purchase a foldable as their next smartphone,trying a new form factor and a bigger screen were the top tw

20、o reasons that attracted them to choose the device.Book-typeClamshellConsidering BothNote:This question was open to 64%of respondents who showed willingness to purchase foldables.Note:This question was open to 64%of respondents who showed willingness to purchase foldables.Trying New Form Factor Top

21、Reason for Choosing Foldables 1239.7%15.9%44.4%Considering BothClamshellBook-typeFemale Users Preference47.6%6.9%45.5%Considering BothClamshellBook-typeMale Users PreferenceBoth male and female smartphone users showed higher interest in book-type foldables compared to clamshell.Male users seemed to

22、be slightly more committed towards the book-type than females.In terms of age groups,the 40-49 bracket showed the strongest commitment to book-type foldable smartphones.Considering the share of both foldable form factors,the 30-39 and 18-29 age groups have big potential for clamshell smartphones giv

23、en the sample sizes of these two age groups.34.4%44.3%62.3%51.9%23.5%12.6%12.1%6.2%14.8%11.8%53.0%43.6%31.5%33.3%64.7%18-29 years30-39 years40-49 years50-59 years60 yearsBook-typeClamshellConsidering bothPreference By Age Group Note:This question was open to 64%of respondents who showed willingness

24、to purchase foldables.Book-type vs Clamshell:Preference by Gender,Age GroupNote:This question was open to 64%of respondents who showed willingness to purchase foldables.Note:This question was open to 64%of respondents who showed willingness to purchase foldables.135.5%7.8%15.5%16.1%17.2%18.5%19.5%A

25、foldable with relatively lower price Expressing myself through a uniquedevice A foldable that is relatively lighter andslimmer New way of taking photo and video(Semi-folding,Cover screen)Experiencing a new form factor Compact portability Stylish design6.7%10.3%10.5%10.5%11.9%15.3%15.5%19.2%Expressin

26、g myself through a uniquedevice New way of taking photo and video(Semi-folding,Large screen)Large screen can fit stylus penbetter Stylish design Experiencing a new form factor High-end hardware specs Multi-tasking Wide and large displayReasons to Choose Clamshell and Book-typeReasons For Choosing Cl

27、amshell FoldablesReasons For Choosing Book-type Foldables1442.7%27.2%23.5%6.6%Similar to my current phoneLighter than the current phoneCould be heavier than current phoneNo opinionAmong all surveyed respondents,69.9%think foldables should weigh similar to or lighter than the smartphones they are cur

28、rently using.More than 93%of respondents are using bar-type phones.To motivate people to switch,the weight of foldables should be reduced to that of bar types.14.8%38.3%37.5%9.5%Less than 10 mm10-12 mm12-14 mmMore than 14 mmMost people prefer the book-type foldable to be 10-12 mm thick when folded8.

29、1%14.3%35.2%32.5%10.0%RMB 6,000($822)RMB 6,000-RMB 7,000($882-$985)RMB 7,000-RMB 8,000($985-$1,096)RMB 8,000-RMB 10,000($1,096-$1,370)RMB 10,000($1,370)RMB 7,000-RMB 8,000 is the most acceptable price band for book-type foldablesBook-type Study:Price,Weight and Thickness154.6%9.1%9.7%10.3%14.9%16.4%

30、16.7%18.4%Larger display is unnecessary Favorite brand does not makefoldables Battery duration is too short Weight is too heavy Price is too expensive It is too thick when the phone isfolded Crease on the screen isannnoying Durability of screen/hinge isdoubtfulTop Foldable Characteristics Respondent

31、s Complain About16.3%19.7%23.0%More features support multi-tasking Lightweight and thickness DurabilityTop Three Features that Respondents Want Foldables to ImproveAll smartphone users taking the survey chose durability as the top factor they did not like about foldables.Durability was also the top

32、factor that smartphone users hoped current foldables would improve on.The durability of the hinge and screen gives rise to high repair costs.Negative comments on social media have made potential buyers apprehensive about the fragility of foldable screens.Durability of Foldables Top Concern of All Su

33、rveyed Users 166.7%7.0%8.1%9.7%14.5%15.8%16.2%22.1%Thickness Weight Battery Camera Storage Screen size Durability ProcessorKey Features Considered When Purchasing FoldablesTop Three Reasons to Choose a Foldable BrandProcessor is the main feature users take into consideration when purchasing foldable

34、s.Currently,foldables are mostly in the premium segment so users want the device to be powered by cutting-edge chipsets.Users are concerned about the durability of foldables,so it is understandable for them to rank brand image and reputation as one of the top factors during brand selection.People se

35、e good brand image and reputation as a promise of outstanding product quality and matured after-sales services.Processor Key Feature When Buying Foldables13.7%20.5%22.3%Well known in foldable ecosystem Brand launches smartphones with thelatest/advanced features Brand image/reputation17Appendix1848%5

36、2%GenderFemaleMale29%42%19%7%3%18-29years30-39years40-49years50-59years60 yearsand aboveAge17%3%3%3%3%3%4%4%4%15%18%23%OthersTianjinHunanShandongShanxiFujianSichuanJiangsuZhejiangShanghaiBeijingGuangdongCities3%23%23%19%13%5%Less than RMB 5,000RMB 5,000-RMB 10,000RMB 10,000-RMB 15,000RMB 15,000-RMB

37、20,000RMB 20,000-RMB 25,000RMB 25,000-RMB 30,000IncomeDemographic Split19NOTE:The primary study is based on the opinion of respondents.Counterpoint will not be liable for any opinion shared by the respondents during the survey and will also not be liable in case those opinions change in the future.A

38、n online survey was conducted using a quantitative questionnaire among individuals owning a smartphone worth$400 and above to understand their preference for foldable smartphones.The study focuses on peoples current smartphone ownership and their future smartphone preferences.The study highlights pr

39、eference towards foldable form factors and foldable design types.Additionally,it also includes the top concerns people have for the foldable form factor.Quota sampling was performed on smartphone brand share to collect data from a sample size of 1,043 individuals through an online survey panel.The r

40、esponses belong to a heterogeneous group categorized on the basis of age,education,gender and occupation.The data was collected during October 2023.Research Design-Methodology20Hong Kong Level 26,Prosperity Tower,39 Queens Road Central,Central,Hong Kong,Phone:+852 2855 69347 ContactsEmail for inquir

41、ies:South Korea6F,734-1 Yeoksam,Gangnam-ku,SeoulPhone:+82 553 4813IndiaA/201 Mahavir,Ravi Ind Compound,L.B.S Marg,ThanePhone:+91 9930218469United KingdomSuite 1562,Kemp House,152-160 City Road,London EC1V 2NXPhone:+44 20 3239 6411TaiwanTaipei,TaiwanPhone:+886 936591212China5/F,Tower A,Landgent Center,Chaoyang District,Beijing China.+86(10)13801127537United States#8104 Rancho Santa Fe,San Diego,CA 92067Phone:+1 858 603 2703ArgentinaAvenda Santa Fe 2483 2B CABA 1123,ArgentinaPhone:+54 911 6041 122121Thank You