Key Insights on Mobile Phone Preferences Among New Blue-Collar Workers
- Vivo Dominates: Vivo emerges as the leading mobile brand among new blue-collar workers, capturing 21.8% market share.
- Mid-Range Preferences: There’s a significant shift towards mid-range smartphones, particularly those priced between 2,000-2,999 yuan.
- Durability Matters: New blue-collar workers prioritize battery life and durability when selecting mobile devices.
In recent findings presented by QuestMobile, an intriguing trend has emerged regarding the mobile phone preferences of new blue-collar workers. This demographic encompasses various professions, including online ride-hailing drivers, freight drivers, takeaway workers, and urban maintenance personnel. Importantly, these workers are increasingly shaping market trends, particularly in mobile technology.
As of July 2025, vivo has secured its position as the most preferred mobile phone brand among this group, accounting for an impressive 21.8% of the market share. The brand’s popularity is further emphasized by its TGI (Target Group Index) of 142.3, indicating a robust affinity among new blue-collar users. The TGI is a vital tool that measures the relative popularity of brands within specific demographics, effectively highlighting trends and preferences.
Following closely in second place is OPPO, which boasts a market share of 20.1% and a TGI of 109.0. The emphasis placed by new blue-collar workers on practicality is evident in their brand choices, with OPPO and vivo being recognized for their exceptional battery life, making them ideal choices for those who spend long hours on the job.
Huawei ranks third with a 19.5% market share and a TGI of 86.1, surpassing Xiaomi, which holds 12.3% and a TGI of 128.9. Despite its lower market share, Xiaomi’s strong TGI suggests a dedicated customer base. Meanwhile, Apple’s iPhone captures 12.0% of this demographic, yet its TGI of 56.3 suggests less affinity compared to other brands. Honor holds 10.1% of the market with a TGI of 131.7, indicating a stable presence in the segment.
Evolving Price Preferences
An analysis of the price distribution of mobile phones favored by new blue-collar workers reveals insightful trends. In July 2025, mobile phones priced under 999 yuan constituted just 5.4% of the market. Conversely, devices in the 1,000-1,999 yuan range accounted for 26.2%, while those priced between 2,000-2,999 yuan made up 29.9%. Remarkably, phones costing over 3,000 yuan represented a substantial 38.5% share.
Comparative data from July 2024 indicates a decrease in the preference for high-end models priced above 3,000 yuan, coupled with a notable rise in demand for mid-range models priced between 2,000-2,999 yuan. This shift suggests that new blue-collar workers are increasingly seeking smartphones that offer a balance of quality and cost-effectiveness, favoring devices that cater to their professional and personal needs without overspending.
Importance of Durable Devices
As mobile technology continues to evolve, new blue-collar workers exhibit a clear preference for durability and battery longevity. The nature of their work—often requiring long hours away from charging facilities—has led to a demand for devices capable of enduring rigorous daily use. Brands like vivo and OPPO are well-positioned to meet these needs, offering robust devices designed to withstand the demands of active lifestyles.
Conclusion
The evolving landscape of mobile phone preferences among new blue-collar workers highlights a significant shift towards mid-range devices, with brands like vivo and OPPO leading the charge. Understanding these trends not only provides valuable insights for manufacturers and retailers but also underscores the importance of catering to the unique needs of this expanding workforce. As the market adapts, it will be essential for brands to continue innovating to meet the expectations of this critical demographic.
