What’s behind Xiaomi’s rising Ad Awareness in Indonesia?

Xiaomi’s Ad Awareness has risen significantly in March, according to YouGov BrandIndex data. The brand features among the top Advertisers of the Month, following a sustained burst of activity including the launch of the Xiaomi 17 Series and seasonal campaigns such as its Ramadan Mega Sale.

But who is driving this increase in visibility, and how is it translating across the funnel?

Tracking Xiaomi’s Ad Awareness performance in March

Over the course of the month, Xiaomi’s Ad Awareness increased by 6.8 percentage points, reaching 38.1% by the end of March. The metric reached its lowest point mid-month, before rising in the latter half of the period.

Which audience is driving Xiaomi’s Ad Awareness gains?

Xiaomi’s Ad Awareness uplift is driven in large part by gains among women.

Among women, Xiaomi’s Ad Awareness rises steadily from 23.7% at the start of March to a peak of 33.1%, meaning one in three women report having seen an ad for Xiaomi by the end of the month. The increase builds progressively through the second half of the month, aligning with their Seribu Cerita campaign.

Among men, the pattern shows a different story. While Ad Awareness is higher overall among men, awareness levels record a drop throughout the month – from 47.7% to 42.3%.

How Xiaomi’s Ad Awareness uplift is impacting Consideration performance

Coinciding with Xiaomi’s increase in Ad Awareness, Consideration also saw an uplift for the Indonesian market in March.

When asked which brands they would consider when next in the market for a mobile device, the share of respondents considering Xiaomi rose from 33.8% at the start of the month to 37.3% by the end of the period.

A slightly stronger increase is seen among consumers who have not previously used Xiaomi, rising from 21.7% at the start of the month to 29.2% by the end of the period, a 7.5 percentage point increase.

This movement suggests that Xiaomi’s Ad Awareness gains are paying off beyond its existing user base, with non-users increasingly considering the brand.

Brand analysis: How Xiaomi performs compared to the category average

Looking more broadly at Xiaomi’s brand perception metrics among aware consumers, the brand typically outperforms the mobile device category average.

Consideration stands at 43.3%, compared with 25.5% for the wider mobile devices industry. Value (47.5 vs 24.4) and Attention (58.7% vs 43.8%) also record stronger scores, which could indicate that Xiaomi’s positioning in the more affordable segment of the market is working.

Satisfaction (52.9 vs 47.8) and Recommend (38.8 vs 23.2) scores are also higher, while Purchase Intent is more than double the category average.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Ad Awareness is based on the question: “Which of the following brands have you seen an advertisement for in the PAST TWO WEEKS?” Consideration is based on the question: “When you are in the market next to purchase a mobile device, from which of the following would you consider purchasing?” Scores are reported as net scores and percentages, based on daily nationally representative surveys of Indonesia adults, weighted to census targets. Figures are shown as a 4-week moving average with sample size ranging from 594 to 631 between March 1 and March 31, 2026.