Screening consumer behaviour for smartphones: device replacement, purchasing criteria and brand loyalty

Smartphone sales have been under pressure for a while now, with reduced volumes due to supply-chain issues, geopolitical tensions and rising inflation globally. These are still ongoing issues, but there is hope for recovery on the horizon. For example, the IDC predicts that smartphone shipments will grow again in 2024. While the exact timing of recovery may be debatable, now is a suitable time to explore the insights from our latest consumer survey across various areas, including the outlook for smartphone replacement, consumers’ preferred smartphone purchasing criteria, smartphone brand loyalty and preferred smartphone sales channels.