According to a study by Teads, 91% of the Gen Z and 88% of millennials are likely to modify brands when purchasing a brand new smartphone. The study also revealed that men have a better tendency to modify brands than women.
The study suggests that the will to possess the newest device hasn’t changed, with most mobile intenders having had their phones for fewer than six months and nearly 1/2 them, having them for fewer than a year. this is often although 71% of the respondents were very satisfied with their phones. Seventy Six Percent of the respondents agreed that a phone isn’t just a tech product, but also part of their fashion/identity.
When it involves buying a replacement smartphone this can be what consumers were looking for: Warranty/after-sales service, Innovative hardware, Cashback, Innovative design, and New releases.
The Teads study further revealed that 78% of the consumers would explore for brands that help the environment. 76% would pay more for eco-friendly products and 79% of the respondents wanted brands to be socially responsible. Loanna Stagia, VP – global client partner insights and measurement, Teads, said, “As comparing smartphones supported performance and features has become harder over the years, it’s interesting to work out consumers’ decisions being shifted to areas where brands can have a greater level of distinction.
As consumers become increasingly concerned about the environment, the flexibility for manufacturers to simply repair their devices to extend device life-cycle and reduce the impact on the world is barely visiting become more important. it’s therefore up to carriers and makers to make your mind up how they’re visiting approach these decisions and communicate these updates to mobile intenders.
” James Aylott, SVP, strategic accounts, Teads, added, “January 2022 was a defining moment for the smartphone market globally as sales penetration of 5G-capable smartphones reached 51%, representing the primary time it exceeded that of 4G smartphones.
Our research demonstrates a transparent appetite for audiences to upgrade their devices and also the latest smartphones will definitely be a part of the consideration, but perhaps most interestingly consumers may now be more willing than ever to think about switching to a replacement smartphone brand.
With such a range of things at play in determining the following smartphone a consumer chooses, our research shows that advertising can have a considerable role to play in communicating key features and benefits to consumers.”
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