What you need to know
More than half of smartphone owners consider their phone the most important device they own and most have purchased a new phone within the last two years. While many agree that having the latest smartphone is worth the money, the high cost and the limited improvements for newer models – combined with the economic fallout from COVID-19 – will delay upgrades and reduce sales. Smartphone use will be elevated throughout the short and medium term as consumers look to features such as contactless mobile payments and video communication to take the place of in-person physical contact. Interest and use of these features is expected to become common over the longer term further solidifying the necessity of smartphones for consumers.
Key issues covered in this Report:
The short, medium and longer term impact of COVID-19 on the smartphone market and consumer behavior
The recessionary impact of COVID-19 on smartphone sales
The leading brands for ownership and consideration among shoppers
The most important features smartphone shoppers look for in their next phone
This Report was written in May-June 2020. Consumer research was fielded in early March 2020 and reflects consumers’ attitudes and smartphone behaviors prior to COVID-19 being declared an emergency in the US.
Definition
For the purposes of this Report, Mintel defines a smartphone as any cellular phone with operating software capable of running application software, similar to the many functions of a computer, typically equipped with a touchscreen interface.
This Report builds on the analysis presented in Mobile Phones – US, March 2019 as well as the June 2017, March 2016, February 2015, February 2014 and February 2013 Reports of the same title. Readers may also be interested in Digital Trends – Spring – US, April 2020 and The Impact of COVID-19 on Technology – US, June 2020.
