2025智能手机消费趋势报告

Core Insights - The smartphone market in China is expected to reach 285 million units in 2024, reflecting a 4% year-on-year growth, driven by the "National Subsidy" policy that stimulates demand for mid-to-high-end models [1][4][10]. Group 1: Structural Changes in Consumer Demand - The aging population is becoming a significant consumer group, with users aged 60 and above accounting for 18.7% of the market, up from 9.2% in 2023 [2]. - The demand for simple modes and health monitoring features has become essential, while Gen-Z shows a decline of 11% in purchasing high-end models priced above 8000 yuan [2]. - The rise of mixed office work has increased the focus on multi-device collaboration features, with 76% of consumers prioritizing this aspect [2]. Group 2: Technological Innovations Driving Replacement Demand - Breakthroughs in optical technology, such as holographic projection keyboards, have captured 5.3% of the market, primarily in the business segment [2]. - The introduction of graphene batteries has led to models achieving over 72 hours of battery life, while fast-charging technology has reached a "10-minute full charge" capability [2]. - Brain-machine interface technology is emerging, with Huawei's NeuroLink enabling basic operations through eye movement and brain waves, achieving a 17% penetration rate among disabled users [2]. Group 3: Market Restructuring - The emergence of virtual marketplaces, such as JD.com's virtual showroom, has facilitated a 12% increase in high-end model transactions, while AR trials have reduced return rates by 8% [2]. - The share of 6G package contract phones has risen to 39%, with cloud phone subscription users surpassing 20 million [2]. - Domestic supply chain adjustments are evident, with 61% of NAND chips sourced from Yangtze Memory Technologies and over 50% self-sufficiency in RF front-end components [2]. Group 4: Consumer Behavior and Preferences - Consumers are increasingly rational in their purchasing decisions, focusing on camera capabilities, price, and battery life, leading to distinct groups such as fashion photography enthusiasts, gamers, and tech pioneers [4][31]. - The demand for high-quality imaging and professional-level photography experiences is becoming a core requirement, particularly for events like concerts and night photography [4][35]. - Marketing strategies are shifting towards platforms like Xiaohongshu and Douyin, where content focuses on photography experiences and performance explanations, effectively activating consumer purchase intentions [4][56].