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Survey: 28% of US Smartphone Users Highly Likely to Opt for a Foldable as Next Purchase

Samsung is the most preferred foldable brand for 46% of the respondents.
49% of the respondents rank the flip-type foldable at the top, followed by the book-type foldable.
Apple, which is yet to launch foldables, is preferred by 39% of the respondents.

Buenos Aires, Denver, London, New Delhi, Hong Kong, Beijing, Seoul – April 3, 2023

The foldable smartphone is the latest big innovation in the smartphone space, both in terms of hardware and software. The installed base of foldable smartphones in the US stood at 4.7 million in 2022, according to Counterpoint Research. To better understand opinions and preferences in the US around foldable smartphones, Counterpoint Research conducted a consumer study in the country. Some key insights from the survey:

28% of current smartphone users are highly likely to prefer a foldable smartphone as their next purchase.
Samsung is the most preferred brand for foldable purchase for 46% of the respondents, followed by Apple with 39% and Motorola with 6%.
Samsung has the highest stickiness in terms of foldable preference, with 92% of Samsung users planning to stick with the same brand when making a foldable smartphone purchase.
49% of the respondents ranked the flip-type foldable at the top, followed by the book-type foldable.
- More than half of the male respondents prefer the flip-type foldable, whereas the preference for the flip-type foldable is slightly lower among the female respondents at 47%.
- On the other hand, the preference for the book-type foldable is stronger among female respondents (40%) than male respondents (30%).
Respondents from a higher income bracket are more likely to purchase a foldable phone, with those having a monthly income of $10,000 and above most likely (41%) to opt for a foldable as their next smartphone purchase.

Foldable Preference in US: Key Survey Insights

Source: Counterpoint Research Consumer Study, US, 2022

Commenting on the survey findings, Associate Director of North America research Hanish Bhatia said, “Foldables have performed better in controlling the shift from Android to iOS. However, we don’t expect foldables to become the dominant form factor anytime soon in the US. Foldables will continue to co-exist with the candy bar design for years to come. We have seen different experiments with form factor in the past (namely LG Wing and LG G8X Dual Screen), but Samsung’s foldable devices have been the most successful by far.”

Research Director of North America Jeff Fieldhack added, “Samsung remains the first choice for foldable smartphones in the US. However, there is a lot of excitement among consumers for a foldable iPhone, which is evident in the survey. Motorola and other Android OEMs are also warming up to the foldable form factor to get a slice of the premium smartphone market in the US. Our US smartphone switcher data shows a large portion of Galaxy foldable users were originally Galaxy Note users, but foldables have not completely replaced the demand for Note series as some Note users shifted toward the Galaxy S series.”

BONUS VIDEO: Samsung Galaxy Z Fold 3 Review: 10 Months Later

The foldable market is experiencing rapid growth in sales and is expected to continue growing in the coming years with the entry of more OEMs and developments around foldable technology. In 2022, the foldables category occupied 1.1% of global smartphone shipments, but it scored a vital presence in the ultra-premium segment, taking about 7% of shipments of smartphones priced above $800. According to Counterpoint Research’s Global Foldable Smartphone Market Forecast, Q3 2022, the global foldable smartphone market is expected to reach 22.7 million units in 2023.

In the US, the high prices of foldable smartphones have essentially kept out young users from the market. High-income middle-aged American users have been the primary users of foldable smartphones. A more affordable price tag would expand the target user base. Experimentation with quirky colors has also drawn interest from female users, especially in the flip form factor. Although flip and fold remain the most popular foldable form factors, OEMs have showcased foldable prototypes with rollable, expandable and three-fold displays. Apart from the convenience of portability, foldables enhance user experience through immersive display, better selfies through the rear camera, and multitasking. But durability concerns and utility have also resulted in limited adoption of the devices.

Given the US smartphone market’s ASP and foldable phones’ price range, foldables could capture a significant share of the overall US smartphone market. Carrier subsidies remain key to premium device sales in the US, but durability, new features and the entry of other prominent players are important factors to boost the adoption of foldable phones.

ALSO WATCH: OPPO Find N Review: Small Wonder

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Hanish Bhatia

Jeff Fieldhack

Arushi Chawla

Nitin Zod

Counterpoint Research

itel a Preferred Brand in Sub-INR 8K Segment in India, Says Survey

Among the top three sub-INR 8,000 (sub-$100 approximately) brands in terms of ownership, itel users recommend their brand the most when it comes to value for money, ease of use and trust in the brand.
Similarly, itel users lead when it comes to rating the current mobile phone brand as the preferred brand for their next purchase in terms of brand trust, after-sales service, durability and localized marketing communications.
More than half of the current itel mobile users had itel as their first mobile phone.
itel users are also the least dissatisfied with their current mobile phones compared to other top brands in the sub-INR 8,000 (sub-$100 approximately) segment.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – December 19, 2022

TRANSSION Holdings’ itel has emerged as a preferred brand in the sub-INR 8,000 (sub-$100 approximately) segment in India by reporting the biggest proportion of repeat users among first-time handset buyers in the segment, according to a consumer survey conducted by Counterpoint Research recently. As many as 55% of the respondents who started their mobile ownership journey with itel, have bought the brand’s device again. itel is followed by Samsung and Lava here.

Among the top three brands in the sub-INR 8,000 segment in terms of current mobile phone ownership, itel users showed the least dissatisfaction (<1%) with their current handsets. Besides, users rated itel on top as their next preferred brand on the parameters of brand trust, pricing, after-sales services, appearance, and durability. Based on the overall experience, 76% of the current itel users would recommend the brand to others. However, in terms of current mobile phone ownership, itel captured the third spot in the sub-INR 8,000 segment.

The offline consumer study was performed across 23 cities in India, mostly covering Tier 2 and Tier 3 cities, along with Tier 1 cities, from all zones. The focus of the study was to understand past as well as current mobile ownership, including brand awareness, brand preference and brand opinion, of feature phone and entry-level smartphone users from the sub-INR 8,000 price segment.

Top 5 Factors for Consumers Choosing itel as Current Mobile Brand

Source: India Mobile Phone Consumer Study in Sub-INR 8,000 Price Segment, November 2022

Counterpoint Research Analyst Arushi Chawla said, “The sub-INR 8,000 price segment is an important category, with over 370 million users relying on feature phones and entry-level smartphones in this segment. This is also the segment where most first-time mobile phone users start their digital journey. Users from this price segment require support from mobile brands in terms of value for money, features and reliability. itel is among the top players here, with a presence in both feature phone and entry-level smartphone segments. Users have chosen itel for their trust in the brand, easy availability and affordability, and this has been reflected in the brand’s efforts in the past few years to serve the user base in the sub-INR 8,000 segment. Clearly, itel is also playing a pivotal role in driving the digital progression in India by being a preferred brand for consumers transitioning from 2G to 4G”

Top 5 Factors for Consumers would Choose itel for Next Mobile Brand

Source: India Mobile Phone Consumer Study in Sub-INR 8,000 Price Segment, November 2022

Chawla added, “Unlike other segments, the sub-INR 8,000 segment consumers mostly depend on offline sources of information, especially word of mouth, to make their handset purchase. Among users preferring itel for their next purchase, most (65%) rely on word-of-mouth recommendations from friends and family. With the least number of dissatisfied users and strong recommendations from current users, itel is the most preferred brand in terms of recommendations from friends and family. This gives itel a solid momentum in terms of growth and presence.”

Methodology

The study was conducted in India using offline face-to-face interviews with a heterogeneous group of mobile users from sub INR 8,000 (sub-$100 approximately) price segment. With a total sample size of 1,575, responses were collected using the quota sampling methodology for a better representation of the universe as per the current smartphone brand share in the market. We expect the results to have a statistical precision of +/- 4%.

This survey was commissioned to better understand the brand’s presence in the sub-INR 8,000 (sub-$100 approximately) mobile phone market of India.

Background

Analyst Contacts

Tarun Pathak

Arushi Chawla

Counterpoint Research

About 50% of India Smartphone Users Planning to Buy New Device Within a Year as 5G Transition Gathers Pace: Survey

Samsung, Apple and OnePlus are the most preferred smartphone brands for the next purchase.
INR 20,000-INR 30,000 is the most preferred price band for their future smartphone purchases.
5G capability is the third most important factor in deciding future smartphone purchases.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – October 21, 2022

About half of India’s smartphone owners plan to purchase their next smartphone within a year, according to Counterpoint Research’s annual consumer smartphone study in India. Further, India’s smartphone market ASP (average selling price) is expected to rise because consumers tend to prefer a higher price band for every subsequent purchase. Also, Samsung, Apple and OnePlus are at the top as the survey respondents’ preferred smartphone brands for the next purchase. In terms of features, 5G capability is the third most important feature considered when planning the next purchase. The same factor is ranked tenth in terms of importance for current smartphone purchases.

The objective of the study was to understand the changing consumer trends and choices across past holding, current ownership and future preference for smartphones. Based on the respondents’ previous smartphone ownership, the INR 10,000-INR 15,000 price band was the sweet spot. For the current smartphone ownership, the sweet spot shifted up to the INR 15,000-INR 20,000 band. And for the respondents’ future smartphone purchases, the price band shifted further up to INR 20,000-INR 30,000.

Research Analyst Arushi Chawla said, “Smartphones are now an important part of our lives. As a result, smartphone users try to upgrade their devices with every next purchase. When purchasing a new smartphone, more than one-third of the users plan to retain their current device as an alternative/secondary phone. Also, with more exchange offers available, more than one-fourth of the respondents plan to trade in their current smartphone when purchasing the next one. Therefore, users feel comfortable buying a smartphone from a higher price band for a better experience and updated features.”

Rising Popularity of INR 20,000-INR 30,000 Price Band

Source: India Smartphone Yearly Consumer Study, 2022

Looking at the brand preference for the next smartphone purchase:

Samsung, Apple and OnePlus are the respondents’ most preferred brands.
Samsung users have the strongest brand loyalty with 51% of the users who used Samsung as their previous device also using Samsung currently. Further, 43% of the current Samsung users prefer the brand for their next smartphone purchase.
Apple, despite having a smaller share in previous and current smartphone purchases, is the second most preferred brand (20%) for future purchases.

Top Smartphones for Current Usage and Future Purchase

Source: India Smartphone Yearly Consumer Study, 2022

Chawla added, “Samsung has a strong grip over the Indian smartphone installed base. It has a widespread distribution network and launches new models around the year across most price brands. All these factors have helped Samsung develop and maintain its brand value. Therefore, in the survey, Samsung maintained its top position both in terms of past ownership and current ownership and also for future preference. Samsung is followed by Apple and OnePlus as the most preferred future preference smartphone brands. The top reasons for preferring a brand are reputation, advanced features and user interface. As a result of these factors and the aspiration to move to a higher price band when purchasing a smartphone, users tend to prefer premium smartphone brands. In addition, 5G capability becomes more important as we move up the ladder for budget preference for future smartphones. 5G is one of the main factors taken into consideration for all major smartphone brands. But 5G is the most important factor for respondents preferring Apple as their next smartphone purchase.”

Methodology

The study was conducted in India using an online survey panel of a heterogeneous group of smartphone users. Responses from 1,075 users were collected using the quota sampling methodology for a better representation of the universe as per the current smartphone brand share in the market. We expect the results to have a statistical precision of +/- 4%.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Tarun Pathak

Arushi Chawla

Counterpoint Research

50% of Current TWS Users in India Likely to Upgrade Within a Year: Survey

About 60% of the current TWS users plan to stick to TWS for their next hearable purchase.
Battery life, sound clarity and call quality will be the key buying factors for the next TWS purchase.
The average selling price (ASP) of India’s TWS market is expected to rise in the near term.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – December 21, 2021

Half of the current TWS users in India plan to buy their next TWS device in a year or less, according to a consumer survey conducted by Counterpoint Research’s Market Lens Service. Further, the ASP of India’s TWS market is expected to rise to the INR 5,000-INR 10,000 price band. About 60% of the current TWS users in India plan to stick to TWS for their next hearable purchase. Battery life, sound clarity and voice quality are the top three factors that will be considered by the respondents for their next TWS purchase.

Due to COVID-19, most parts of India experienced lockdowns or restrictions that led to extended work/study from home. As a result, a big portion of the respondents, irrespective of the type of occupation, ended up spending money on hearable devices, like TWS. The survey numbers indicate that the market will continue to get solid support even after the pandemic.

Commenting on the study’s overview, Research Analyst Arushi Chawla said, “The popularity of TWS is growing swiftly. According to Counterpoint’s India Hearables (TWS) Shipment Tracker, India saw TWS shipment of 7.9 million units in Q3 2021 with the country starting to recover from COVID-19 restrictions. Our latest consumer survey deep-dives to understand the past purchase journey of TWS along with future preferences toward hearables, particularly TWS. This study also reveals insights on the TWS design preference and outlook towards Active Noise Cancellation (ANC) and health and fitness features in a TWS device.”

Source: India TWS Consumer Study, Counterpoint Research

Being the leading TWS brand in India, boAt is also consumers’ most preferred brand for a future TWS purchase. About 60% of the current TWS users prefer boAt for their next TWS purchase. boAt is followed by JBL, Samsung, OnePlus and Apple. boAt’s popularity continues to grow – from 28% of the respondents currently using boAt TWS earbuds to 58% of the respondents preferring it as their next purchase. JBL’s TWS devices also appear to be climbing up the ladder in market share – from less than 10% of respondents using JBL currently to more than 40% preferring it for the next purchase.

Chawla added, “There are a diverse set of players in both TWS and smartphone markets. With fierce competition in maturing segments like smartphones, emerging segments like hearables, especially TWS, open fresh opportunities for new players as well as smartphone brands looking to expand their portfolios and strengthen their ecosystems.”

Discussing future consumer preferences, Senior Analyst Pavel Naiya said, “TWS, despite being a newer technology in India, has a bigger list of market players and hence more options for the consumers. As a result, the market share is spread across many players. However, boAt continues to be the top player. boAt TWS is most preferred for its sound clarity, followed by battery life. Price always plays a key role in finalizing a purchase, especially in a segment that holds a lot of scope to expand and innovate. The INR 5,000 and above price band currently contributes 27% share to the TWS market. But it will have a stronger grip in future as about 40% of the respondents are planning to purchase their next device from the same price band.”

Methodology

The study was conducted in India using an online survey panel of a heterogeneous group of TWS users. A sample of 1,027 respondents was collected using the quota-sampling methodology for better representation of the universe as per the current TWS brand share in the market. We expect the results to have a statistical precision of +/- 4%.

Background

Analyst Contacts

Arushi Chawla

Pavel Naiya

Counterpoint Research

User Survey: Apple Will Continue to Dominate Germany TWS Market

More than 40% of the current TWS users plan for a next TWS purchase in a year or less.
71% of the TWS users again plan to opt for a TWS for their next hearable purchase.
JBL among the top three TWS brands preferred for future purchase, along with Apple and Samsung.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – March 4, 2021

Apple will continue to dominate Germany’s TWS (True Wireless Stereo) market with 72% of the respondents in a Counterpoint Research Consumer Lens user survey preferring the brand for their next purchase, followed by Samsung and JBL. Besides, the survey, conducted in early 2021, reveals that more than 40% of the current TWS users in Germany plan for the next TWS purchase in a year or less. Based on the respondents’ price preference for their future purchase, the ASP (average selling price) will increase, with the €101-€200 price band having a stronger grip.

Commenting on the study’s overview, Research Analyst Arushi Chawla said, “With speedy digitization and expanding online content, hearable devices hold greater importance in today’s world. This has translated into new products and features in the hearables segment. TWS is one of the latest additions here, and its popularity is growing swiftly. According to Counterpoint’s TWS Tracker, Germany saw sales of 1.3 million TWS units in Q3 2020 as the country started to recover from COVID-19 restrictions. In the latest Consumer Lens study, we attempt to deep-drive into the reasons for the strengthening German TWS market by understanding the consumer persona, current choices and future preferences of TWS device users. We also try to ascertain the popularity of TWS earbud features like Active Voice Assistant and Active Noise Cancellation.”

Discussing the study findings, Chawla added, “It is interesting to note that with an overall ‘very satisfactory’ to ‘satisfactory’ experience, more than 70% of current TWS users plan for the same hearables type, i.e., TWS, for their next purchase. Besides, more than 40% of the respondents using TWS look forward to the purchase in a year or less. One of the major reasons behind this is to have a spare hearable device. This indicates growing dependence on hearables for various activities.”

Key Insights from Germany TWS Consumer Study

Source: Germany TWS Consumer Study, Counterpoint Research

Discussing brand preference, Senior Analyst Pavel Naiya said, “Apple will retain its throne in the coming times with an even stronger user base. According to the survey, key buying factors for Apple TWS users were sound quality, brand name and appearance. Furthermore, the pre-existence of a massive market share of iPhone users in Germany holds an undeniable influence on the TWS brand preference. Somewhat similar is the case with Samsung, the brand at the second spot.”

Naiya added, “As the market is maturing, and the consumer is looking to have more than one TWS device, there is scope for new brands to capture market share. With TWS reaching the affordable segment, value-for-money aspects like price and battery life are now more important, translating into opportunities for more brands in different price segments.”

The study was successful in understanding the exponentially flourishing TWS market of Germany. It throws light on how factors like COVID-19, changing user preferences and stronger approach by OEMs have contributed towards the swift expansion of the TWS market. For the full report, click here.

Methodology:

The study was conducted in Germany using an online survey panel of a heterogeneous group of TWS users. Localization of the questionnaire was done for seamless interaction with the target group, as the majority of Germany’s population is composed of non-native English speakers. A total sample of 600 respondents was collected using the quota sampling methodology for better representation of the universe as per the current TWS brand share in the market. We expect the results to have a statistical precision of +/- 4%.

Background:

Analyst Contacts:

Pavel Naiya

Arushi Chawla

Feel free to contact us at press(at)counterpointresearch.com for questions regarding our latest research and insights, or for press enquiries.

Survey: Samsung Top Choice for Future Smartphone Purchase in UK

Samsung is the most preferred brand for future smartphone purchases in the UK, followed by Apple and Huawei, according to the latest Consumer Lens survey. Chances of consumers shifting from Apple to Samsung are high as three-quarters of the current iPhone users count Samsung among their top three choices for a future purchase. On the other hand, Samsung users gave equal importance to the iPhone and Android alternatives. About half of the respondents are using a smartphone no more than a year old. Female respondents are holding their devices slightly longer than males while homemakers are the ones retaining their devices for the longest period among all categories.

Senior Analyst Pavel Naiya said: “Samsung took the lead with its latest SKUs and continuous promotion, whereas prospective iPhone buyers are mostly waiting for its first 5G device. Apple users give more importance to the rear camera than Samsung users. It may be a result of the Apple advertisements focusing on camera. Battery life, price and build quality are the three most influencing factors for future purchases.”

UK: Most preferred smartphone brand for future purchase

Note: Multi-response question
Source: Counterpoint Consumer Lens

An overwhelming majority (86%) of the respondents were concerned about the COVID-19 pandemic, with 37% stating that they would wait longer than usual for the next smartphone purchase. Students are the least affected by this. Three in four students see no change in the timeline for their planned purchase. The anti-China sentiment is not strong in the UK, with about half of the respondents saying it does not matter.

Research Associate Arushi Chawla said: “UK is one of the markets which were severely affected by the COVID-19 pandemic. However, the country managed to quickly control its spread with lockdowns and maintenance of social distancing. This is also reflected in consumer sentiment. Though most of the respondents are concerned about COVID-19, it will not affect their planned smartphone purchase. Two-thirds of the respondents are planning to spend as usual, whereas only 11% of them are interested in cutting their budget by 20% or more.”

Other key insights from the survey:

Since it is an operator-driven market, operator stores are the most popular choice for the location of purchase, followed by mass merchandisers and brand stores.
Operator stores are most popular among the respondents aged above 35 and least among the respondents aged below 25 or those who are unemployed. Brand stores are the most popular choice for iPhone users while the online mode is most popular for Huawei users.
About one-fourth of the respondents are interested in spending £478 and above ($600 and above) for their next smartphone purchase.
Cameras are more important for female respondents than males. They are also a distinctive feature for students to decide their next purchase.

If you are interested in a detailed analysis of smartphone consumer behaviour, it is available for the subscribers on our research portal.

Methodology:

The Consumer Lens survey was conducted among smartphone users in seven countries during May-June 2020. The consumer opinions are drawn from a heterogeneous group in terms of age, monthly income, gender and occupation. Data points abided with all the logical checks throughout the analysis section and gave a better representation of the ongoing smartphone trends and future purchase intentions.

Analyst Contacts:

Pavel Naiya

Arushi Chawla

Feel free to contact us at press(at)counterpointresearch.com for further questions regarding our latest in-depth research and insights, or for press enquiries.

France: A Battleground for Premium Flagship Smartphones

Being a mature smartphone market, the average selling price (ASP) in France is already high. Apple and Samsung so far dominate the market. However, recently the market has seen a flurry of activity by Chinese players like Huawei, OnePlus, and Oppo. These brands are raising the overall value of the French smartphone market even higher. The fact that Huawei chose to launch its flagship P30, and earlier Ascend P7 and P20 series in France underlines the commitment of Chinese brands to this market. Similarly, OnePlus is also planning to open a brick and mortar store in Paris. In light of recent activities, we conducted a Consumer Lens study to understand the current and future preference of French smartphone consumers.

In the results from Counterpoint’s Consumer Lens study, close to half of the respondents purchased a smartphone priced higher than €500 (US$600) in the past. This trend is likely to continue as the study results revealed that one in three consumers have the intention of spending €675 and above (US$800 and above) for their next smartphone. Among respondents who bought Apple, perhaps unsurprisingly, almost 70% spent more than €500 (US$600). Samsung’s larger portfolio meant that the spending pattern among its users was more evenly spread across price bands.

Exhibit 1- Spending Intention by Present Brand Users in France

Source: Counterpoint Consumer Lens

Apple’s new ultra-premium pricing has pushed many buyers with a lower budget (like students) towards preowned/used smartphones. One in three respondents purchased their last smartphone with a full upfront payment, while one in every four respondents have used some kind of monthly installment plan. The most commonly used monthly installment plans in France are operator plans, upgrade plans, and the good old credit card. A majority of the respondents who bought smartphones on a monthly installment plan spent €25 or more each month.

Apple and Samsung both are neck and neck when it comes to top brand preference for the next purchase. A total of 90% of the current brand users expressed an intention to stick to the same brand for their next purchase.

French consumers continue their love affair with Samsung. The Korean brand has always done well in the best-selling smartphone list. Interestingly, almost half of the current Apple users are also considering Samsung as one of the top three brands for their next purchase. In contrast, only 29% of current Samsung users are considering a switch to Apple. However, the final purchase decision will vary by available choices of models, sales offers, and other market dynamics during the time of purchase.

Samsung is the Most Preferred Brand for Next Purchase in the UK

The UK is a mature smartphone market driven by operator channels. Apple and Samsung dominate the best-selling list. Competition is intensifying with the likes of Huawei and Google coming out with very capable models in the premium segment. However, the results of Counterpoint’s Consumer Lens Study suggest that the rivalry between Apple and Samsung is expected to continue in 2019 and beyond.

Our study was conducted to understand factors influencing consumers buying smartphones in the UK. The study also examines consumer preferences in terms of brands, price bands, features, and more. We find that both Apple and Samsung have similar brand loyalty. As nine out of ten users of Apple and Samsung indicated that their next device will be from the same brand. Both brands also have their own set of fans in terms of age groups. For example, salaried respondents above the age of 35 showed a preference for Samsung. On the other hand, Apple is most popular among students and respondents in the 16-24 age group. Huawei is a distant third in both categories even though the P20 and the Mate 20 series, with their vibrant product design and camera features, were able to capture some interest among the youth.

However, looking at the overall market, Samsung is the clear leader in terms of being the preferred choice brand for the next purchase. Our study reveals that the future spending intention of consumers is one of the key reasons behind Samsung’s popularity. Nearly 40% of our survey’s respondents said they want to spend between US$100-US$300 for their next smartphone. Samsung’s strong portfolio in this mid-tier price band has helped it capture the mind share of British consumers.

Top Brands Considered for Next Smartphone Purchase in the UK

Source: Counterpoint Consumer Lens

Maintaining its lead will be difficult for Samsung. Rapid democratization of new technology has helped reduce the cost of a feature-packed smartphone. Mid-tier phones now look almost as good as premium devices and are even packed with high-end features. The likes of Huawei, OPPO, Vivo, Xiaomi, and others focusing on European expansion will start to challenge Samsung soon.

Samsung will also need to buck up its game if it wants to become the leader in the ultra-premium segment (>US$800). In this segment, Apple takes the crown for the most preferred brand for future purchase. Apple’s premium brand perception still intact with its offerings. However, this has led to many old iPhone users holding onto their phones for a longer duration.

While Samsung has a healthy lead in terms of being the most preferred brand for future purchases, the Korean brand cannot rest on its laurels. Devices in the Android ecosystem are seeing high levels of innovation by brands like Huawei, OPPO, Vivo, Xiaomi, and others. The year 2019 will be known for innovation like punch-hole display, lossless zoom, foldable smartphone, and 5G devices rollout.

Getting users to switch from iOS to Android and vice-versa has had a limited scope so far in mature smartphone markets like the UK. Therefore, sales are mostly dependent on the upgrade cycle. More than half of the respondents to our survey bought their smartphones in the last one year and of these, one in three are planning to replace their device in the next one year. We believe, the UK smartphone market will be flat in 2019 and is likely to grow at a steady pace from 2020 with the increase of 5G penetration and introduction of new use cases.

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Insights Tag: Consumer research

Survey: 28% of US Smartphone Users Highly Likely to Opt for a Foldable as Next Purchase

BONUS VIDEO: Samsung Galaxy Z Fold 3 Review: 10 Months Later

ALSO WATCH: OPPO Find N Review: Small Wonder

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