This research draws on the data from our consumer insights probe with smartphone owners in 20 countries with a total base of almost 20,000 respondents.

This report highlights results from our survey with over 1,000 respondents each in China, Germany, India, UK and USA. Additional countries can be prepared by our consumer insights team on a custom basis. 

This brief evaluates the brand funnel for smartphone from consideration to purchase intention and repeat purchase probability in the five key markets.

Strategy Analytics previews the upcoming release of Segments are defined using profiles based on buyer attitudes towards technology in their lives and perceptions of risk and value. SA’s five segments define personas that form different response personalities useful in prioritizing targets.

Introduction
China Smartphone Brand Consideration and Preferences
India Smartphone Brand Consideration and Preferences
USA Smartphone Brand Consideration and Preferences
Germany Smartphone Brand Consideration and Preferences
UK Smartphone Brand Consideration and Preferences
Positioning for Challenger Brands ?
5 Behavior Based Segments to support product planning
Conclusions
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