iPrice : iPhone SE 2020 Won the Search Race and Overlapped COVID-19

Date : 09-Jun-2020

Location: Kuala Lumpur

Organization:

iPrice,a meta-search website operating in seven countries across Southeast Asia.

Key Takeaways:

• Although the recent study has reported that COVID-19 impacted the global smartphone market, however, smartphone brands like Apple, OnePlus, Xiaomi, Oppo, Huawei, and Honor recently unveiled their latest smartphones to tap the hidden potential of the current market.
• iPrice analysed the latest smartphones released in April in comparison to the previous models before the global pandemic occurred in 7 different countries, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, The Philippines, and Hongkong.
• The data indicates that some smartphone brands were experiencing low search interests, but not all equally.
• Overall, iPhone SE was the most sought smartphone in the region, accounting for an average of 673,000 searches from March to April. This also shows a high demand for the phone during this global pandemic.

Insights:

• Huawei Nova 7 saw an average drop from 27100 to 14800 in search interest, a 45% different as compared to its previous model before the pandemic struct.
• Honor 30 & Oppo Reno Ace 2 also experienced a decrease of search interest by 80% and 93% respectively during this pandemic.
• iPhone SE remained resilient even during this unprecedented time as it has the highest demand amongst other smartphones released in April across 7 countries. Even during the lockdown period, the search interest for “iPhone SE” shot up to 206%.
• OnePlus 8 & 8 Pro were in the 2nd slot dominating in countries like Singapore, Malaysia, The Philippines, Thailand, and Hongkong.
• While the 3rd place had taken up by Mi 10 of Xiaomi that held 7% of the search market share from March to April. 

Why iPhone SE ?

• iPrice saw that the proportions of searches for iPhone SE have acquired almost 78% amongst the other smartphone brands.
• One of many factors that led to a higher number of demands for iPhone SE was its mid-range price bracket that starting from $399 (USD).
• It offers a cheaper price range than the other smartphones. The phone also provides a longer lifetime as you will continue to get critical security updates and new features via iOS version updates.
• In Malaysia, the raising of smartphone usage due to the latest measures to control the outbreak of COVID-19 until June 9st  probably piqued people’s interest in this joined budget and specs.

Infographic:

Methodology :

iPrice collected Google Keyword Planner search behaviour data based on the keywords "iPhone SE," "OnePlus," "OnePlus 8 Pro," "Mi 10," "Huawei 7," "Honor 30," "Honor 30 Pro," and "Oppo Reno Ace 2" from 7 Southeast Asian countries available in iPrice. Data was collected from March - April. Data on the previous models were obtained from one month after its released date in 2019.

Editor's comments:

• iPhone SE at $399 (USD) is cheaper than the hottest phone in the market so far: Huawei P40 at RM 2,800 for lowest spec model.
• iPhone SE serves as a great entry choice for first time iPhone users.