Xiaomi’s brand health strengthens in Indonesia as perceptions improve beyond its user base

Key insights:

• Xiaomi’s brand health improves with its Index score rising by 4.2 points among the general population and 5.7 points among non-users after 15T launch.
• The brand outperforms category averages, leading on Impression (43.5 vs 34.8), Value (45.5 vs 28.7), Recommend (37.8 vs 31.4) and Consideration (37.7% vs 29.5%) scores.

Xiaomi’s latest flagship launch appears to have landed well with Indonesian consumers. YouGov BrandIndex data shows a clear uplift in overall brand health scores following the rollout of the company’s new 15T series in late September.

The rise is strongest among the general population – but the more notable movement comes from people who don’t currently own a Xiaomi device.

Between 30 September and 16 November 2025, Xiaomi’s Index score – a combined measure of overall brand health – increased from 24.9 to 29.1 among the general population (+4.2). Among non-Xiaomi users, scores also rose, moving from 16.2 to 21.9 (+5.7) over the same period.

So how does Xiaomi compare with the wider consumer electronics category?

Across consumers aware of each brand, Xiaomi outperforms the wider consumer electronics category on several key measures. Its Impression score stands at 43.5, compared with the category average of 34.8, while its Value score of 45.5 is notably higher than the average of 28.7. Xiaomi also leads on Recommend, scoring 37.8 against the category’s 31.4, and its Consideration rate of 37.7% exceeds the benchmark of 29.5%. On Quality, Xiaomi (35.3) sits close to the category average (35.7). Reputation (32.5 vs 33.4) and Satisfaction (56.1 vs 56.2) are also broadly aligned with the market benchmark.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Impression, Quality, Value, Satisfaction, Reputation and Recommend scores are reported as net scores from –100 to +100 and Consideration are shown as percentages, based on daily surveys of adults in Indonesia. Data is weighted by age, gender, region, and city tier using a raking methodology to be nationally representative of Indonesia’s online population.