New smartphone models too similar and too expensive to upgrade

smartphone

With the consistent increase in smartphone prices, latest mobile phones are failing to convince people to upgrade. Another reason for this is the new devices being too similar to the existing models, new research claimed.

uSwitch.com – Comparison Service

uSwitch.com, a comparison service, conducted a survey to gather information about smartphone upgrade trends in the UK. Based on the survey, the company formalized a report which showed that 80% of UK adult smartphone users think the devices are too highly priced and only 20% say they are planning to upgrade this year.

Only 27% of the respondents believe that their current device will soon be out-of-date and they need to upgrade it.

Surprisingly, a total of 38% of those asked also said they cannot tell the difference between makes and models.

Big Two – The Smartphone Giants

Apple and Samsung have been on top of the smartphone industry for a really long time now. The research further reported that the “big two” of the smartphone industry, are also facing difficulties in the shift of attitude of their customers.

Earlier, Apple was forced to issue a rare profit warning because of slowing sales of its iPhone, predominately in China.

uSwitch.com expert explains the reasons for the change in customer attitude

Ru Bhikha, a uSwitch.com mobiles expert, said: “These findings should ring alarm bells within the mobile industry. The research highlights a growing disconnect between the way phones are devised and marketed, in comparison with how consumers buy them.

“People are changing phones less frequently, in part because handsets are already doing everything required of them, while of those planning to change phones this year the majority won’t be buying the latest model available.

“Consumers risk being left with an outdated phone just months after upgrading, with the arrival of 5G.”

Good battery life, pricing, and a good camera are the most important features to those looking for a new phone and Mr. Bhikha said this posed a problem to the industry’s current big names.

smartphone

“The latest smartphones now can set consumers back more than £1,000 SIM-free, and once you add the potential increases in 5G tariff pricing, this could create a further deterrent to those who already feel that phone contracts are too expensive,” he said.

“With those surveyed suggesting cost matters more than new features such as foldable displays.”

“Newer challenger brands are offering handsets with everything consumers say is important to them. They offer excellent battery life, great cameras, and plentiful storage. But, crucially are doing so at far more attractive prices.”

He added that market share could continue to move away from Apple and Samsung. Over half (53%) of those surveyed said they planned to stick with the two brands.

Brand Loyalty

“Our brand loyalty to Apple and Samsung has seen UK consumers lag behind our European cousins. Challenger brands such as Huawei and Xiaomi have already obtained an established following in the EU,” he said.

“The good news is that there is no shortage of affordable, quality smartphones on the market. Furthermore, with an increase in awareness of appealing alternatives, people will continue to vote with their feet and wallets.”