What you need to know
Growth in the mobile phones market has slowed down as smartphone ownership hits 80% of consumers. Brands are being pressured to maintain price competitiveness while continually innovating; much of this innovation will come from the software and content side of mobile phones, but there may be hardware-centric opportunities as next-generation content such as virtual reality evolves.
Definition
This report explores consumer attitudes toward purchasing and usage of mobile phones. Topics covered include brands of cell phones owned, the features consumers look for most on path to purchase, and consumer research habits when looking for a new phone.
For the purposes of this report, Mintel defines a mobile phone as any cellular phone, including smartphones and non-smartphones. Cell phone accessories and tablets are not the main focus of this report but are discussed in regard to how they may impact cell phone purchases and usage.
