How They Stack Up: An Analysis of the SmartPhone Audience Competitive Landscape

The smartphone industry is more competitive than ever before. From texting and emailing, to Snapchatting and Instagramming, these small devices connect us to our digital worlds. With the average person checking their phone 46 times per day, it’s no surprise that we see mobile phones everywhere. We wanted to learn more about the companies and the users behind these phones.

As you may know, there are essentially two platforms on which a smartphone can operate. Apple or Google. While Apple continues to own full control of their entire software and hardware development process, Google’s strategy focuses on allowing hardware manufacturers to build on top of their Android platform. This tactic has led to Android phones being built and customized to address all aspects of the marketplace whether it is high-end, high performance tools, or low-end discount smartphones. This open-access policy, while great for consumers, creates intense competition.

To get a better understanding of the mobile competitive landscape, let’s take a look at the Android industry in the USA. The competitive analysis function on the Affinio platform is a user-favourite. Understanding the makeup of your competitor’s audience to uncover ongoing industry trends is only a fraction of what can be discovered, let's dive in deeper.

To run the competitive analysis, we combined the audiences of the largest Android manufacturers: @SamsungMobileUS, @HTCUSA, @LGUSAMobile, and @GoogleNexus. Constricting the analysis to the United States, these individuals naturally break out into a number of clusters such as: General Public, Android Fanboys, Tech Fans, Sports Fanatics, and more.


Let’s take a look at which phone manufacturer is leading in different interest-based communities.

Competitive Analysis by Interest Group

Diving into these segments not only gives us a good idea about what makes each cluster unique but also lets you see which of the brands has the strongest affinities within each segment. As you can see below, Samsung holds the strongest affinities with the general public.

Top 100 Interests of 'General' Cluster in Order of Relevance


This makes sense based on the fact their ads have a broad reach. Instead of focusing too strongly on niche audiences, they incorporate a wide range of celebrity endorsements and highlight many unique and useful features. 

On the contrary, looking at the Android Fanboys cluster shows that Google’s Nexus phone and HTC (who is building the next Nexus) have the strongest pull for those entrenched in tech culture. 

Top 100 Interests of 'Android Fanboys' Cluster 


Finally, LG dominates the Gaming cluster even though Samsung typically has the best performance for gaming on Android. It’s safe to infer; however, that this dominance by LG isn’t entirely related to performance, and could be a result of their typically lower price point.

Top 100 Interests of 'Gaming' Cluster in Order of Relevance


Using Affinio data to run competitive analysis provides companies with lots of great insights. Not only can you see how you stack up within particular segments, Affinio audience insights also provide research needed to help craft campaigns that can strengthen your presence in the marketplace. 

Interested in learning more about how Affinio can be used to run competitive analysis? Be sure to request a demo today.

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