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Mobile Phones - UK - February 2014

“Any properly modular phone would lose some of the sleek, slim dimensions of the most aesthetically pleasing and highly desired handsets currently on the market. This doesn’t necessarily preclude the project from succeeding; rather it means that purchase of non-modular phones will need to be reframed in the public consciousness as something environmentally wasteful. An ethical or moral premium will need to be attached to the purchase of a modular phone, to generate a pride in ownership that the phone’s purchaser would normally feel through public use of a handset valued for its aesthetics rather than its utility.”

– Samuel Gee, Senior Technology and Media Analyst

Some questions answered in this report include:

  • Is the market saturated, commoditised, or both?
  • Will OEMs come under increasing pressure to survive?
  • Is the integration of older consumers being catered to?
  • Can modular phones really succeed?

Smartphones are now a well-established segment of the mobile phone market, following several years of sustained industry focus in this area. Over the end of 2013 and in early 2014 though, focus has started to shift to the creation of wearable technology that pairs with smartphones to enhance their functionality – proof of sorts that the smartphone market is now an established, rather than establishing entity, with the emphasis shifting away from driving ownership of the core product to adding value. With saturation occurring in the youth market, manufacturers are being pushed to innovate by providing new services and appealing to older consumers in order to maintain interest.

This report looks at the manufacturers of mobile phones and smartphones owned by consumers, the operating systems (OS) installed on their smartphones, the precedence that consumers place on brand of the mobile network operator, brand of manufacturer, model of handset and brand of OS on their future phones, and features or factors that consumers consider when purchasing a new handset.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of mobile phone sales, 2008-18
            • Market factors
              • Nokia’s exit will consolidate market along broader tech lines
                • 2014 should see surge of Eastern manufacturers
                  • Refresh contract aims to boost handset sales
                    • Brand innovation
                      • The consumer
                        • Manufacturer of phones owned by consumers
                          • Figure 2: Manufacturer of consumers' mobile phones, November 2013
                        • Operating system used
                          • Figure 3: Operating system installed on consumers’ smartphones, November 2013
                        • Importance of brands in the purchasing process
                          • Figure 4: Importance of brands and model when buying a new phone, November 2013
                        • Factors that influence purchases
                          • Figure 5: Ranked factors that influence consumers’ choice of mobile phone handset, November 2013
                        • Additional features important to consumers
                          • Figure 6: Additional features important to consumers, November 2013
                        • What we think
                        • Issues in the Market

                            • Is the market saturated, commoditised, or both?
                              • Will OEMs come under increasing pressure to survive?
                                • Is the integration of older consumers being catered to?
                                  • Can modular phones really succeed?
                                  • Trend Application

                                      • Trend: Prepare for the Worst
                                        • Trend: Second Skin
                                          • Mintel Futures: Old Gold
                                          • Market Drivers

                                            • Key points
                                              • Smartphones slowly more popular with older consumers
                                                • Figure 7: Personal ownership of mobile phones, by age, September 2013
                                              • Manufacturers experiment with new control technologies
                                                • Nokia’s exit will consolidate market along broader tech lines
                                                  • Asda promotes activity at bottom end of the market
                                                    • 2014 should see surge of Eastern manufacturers
                                                      • Figure 8: Worldwide smartphone shipments, by manufacturers, Q3 2012 and Q3 2013
                                                    • BlackBerry slowly withdraws from consumer market
                                                      • Refresh contract aims to boost handset sales
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Project Ara announces modular phone
                                                            • Reported Amazon phone will have 3D interface
                                                              • Samsung curved screen a step away from flexible phones
                                                                • Yota phone includes an LCD and e-ink display
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Minor fluctuations likely to continue
                                                                      • Figure 9: Value of mobile phone sales, 2008-18
                                                                    • Forecasts
                                                                        • Figure 10: Forecast value of mobile phone sales, 2008-18
                                                                    • Channels to Market

                                                                      • Key points
                                                                        • O2’s Refresh drives huge success
                                                                          • Figure 11: Retailer or network that consumers acquired their device from, November 2013
                                                                        • Online, in-store and over the phone orders, by retailer and network
                                                                          • Figure 12: Channel used by consumers who have purchased their phone from a network operator in the last three months, November 2013
                                                                        • In-store sales more popular
                                                                          • Figure 13: Channels used by consumers who have purchased their phone from a high street retailer in the last three months, November 2013
                                                                      • Companies and Products

                                                                          • Apple Inc.
                                                                              • Figure 14: Key financials for Apple Inc., 2012 and 2013
                                                                            • BlackBerry Limited
                                                                                • Figure 15: Key financials, BlackBerry Limited, 2012 and 2013
                                                                              • HTC Corporation
                                                                                  • Figure 16: Key financials, HTC Corporation, Q4 2012-Q3 2013
                                                                                • LG Electronics
                                                                                    • Figure 17: Key financials, LG Electronics, Q3 2012-Q2 2013
                                                                                  • Nokia Corporation
                                                                                      • Figure 18: Key financials, Nokia Corporation, Q4 2012-Q3 2013
                                                                                    • Samsung Telecommunications
                                                                                        • Figure 19: Key financials, Samsung, Q3 2012-Q2 2013
                                                                                      • Sony Mobile Communications
                                                                                          • Figure 20: Key financials, Sony Corporation, Q3 2012-Q2 2013
                                                                                      • Brand Research – Mobile Phone Handset Manufacturers

                                                                                        • Brand map
                                                                                            • Figure 21: Attitudes towards and usage of brands in the mobile phone sector, November 2013
                                                                                          • Correspondence analysis
                                                                                            • Brand attitudes
                                                                                              • Figure 22: Attitudes, by mobile phone brand, November 2013
                                                                                            • Brand personality
                                                                                              • Figure 23: Mobile phone brand personality – Macro image, November 2013
                                                                                              • Figure 24: Mobile phone brand personality – Micro image, November 2013
                                                                                            • Brand experience
                                                                                              • Figure 25: Mobile phone brand usage, November 2013
                                                                                              • Figure 26: Satisfaction with various mobile phone brands, November 2013
                                                                                              • Figure 27: Consideration of mobile phone brands, November 2013
                                                                                              • Figure 28: Consumer perceptions of current mobile phone brand performance, November 2013
                                                                                            • Brand index
                                                                                              • Figure 29: Mobile phone brand index, November 2013
                                                                                            • Target group analysis
                                                                                              • Figure 30: Target groups, November 2013
                                                                                              • Figure 31: Mobile phone brand usage, by target groups, November 2013
                                                                                            • Group One – Conformists
                                                                                              • Group Two – Simply the Best
                                                                                                • Group Three – Shelf Stalkers
                                                                                                  • Group Four – Habitual Shoppers
                                                                                                    • Group Five – Individualists
                                                                                                    • Brand Research – Smartphone Operating Systems

                                                                                                      • Brand map
                                                                                                          • Figure 32: Attitudes towards and usage of brands in the operating system sector, November 2013
                                                                                                        • Correspondence analysis
                                                                                                          • Brand attitudes
                                                                                                            • Figure 33: Attitudes, by operating system brand, November 2013
                                                                                                          • Brand personality
                                                                                                            • Figure 34: Operating system brand personality – macro image, November 2013
                                                                                                            • Figure 35: Operating system brand personality – micro image, November 2013
                                                                                                          • Brand experience
                                                                                                            • Figure 36: Operating system brand usage, November 2013
                                                                                                            • Figure 37: Satisfaction with various operating system brands, November 2013
                                                                                                            • Figure 38: Consideration of operating system brands, November 2013
                                                                                                            • Figure 39: Consumer perceptions of current operating system brand performance, November 2013
                                                                                                          • Brand index
                                                                                                            • Figure 40: Operating system brand index, November 2013
                                                                                                          • Target group analysis
                                                                                                            • Figure 41: Target groups, November 2013
                                                                                                            • Figure 42: Operating system brand usage, by target groups, November 2013
                                                                                                          • Group One – Conformists
                                                                                                            • Group Two – Simply the Best
                                                                                                              • Group Three – Shelf Stalkers
                                                                                                                • Group Four – Habitual Shoppers
                                                                                                                  • Group Five – Individualists
                                                                                                                  • Brand Communication and Promotion

                                                                                                                    • Key points
                                                                                                                      • Manufacturer spend increases over 100%
                                                                                                                        • Figure 43: Top 10 phone manufacturers, by adspend, 2009-12
                                                                                                                    • The Consumer – Manufacturer of Phones Owned

                                                                                                                      • Key points
                                                                                                                        • Samsung handsets owned by almost a third of consumers
                                                                                                                          • Figure 44: Manufacturer of phones owned by consumers, November 2013
                                                                                                                        • Apple has distinct trend towards youth ownership
                                                                                                                          • Figure 45: Ownership of Samsung, Apple and Nokia mobile phones, by age, November 2013
                                                                                                                          • Figure 46: Ownership of Samsung, Apple and Nokia mobile phones, by presence of children in the household, November 2013
                                                                                                                        • Apple loyalty remains unequalled
                                                                                                                            • Figure 47: Current phone owned by consumers, by manufacturer of previous phone, November 2013
                                                                                                                          • Samsung gender bias is unusual
                                                                                                                          • The Consumer – Operating System Used

                                                                                                                            • Key points
                                                                                                                              • Smartphone users prefer Android
                                                                                                                                • Figure 48: Operating system installed on consumers’ smartphones, November 2013
                                                                                                                              • BlackBerry and Symbian shrink
                                                                                                                                • Figure 49: Mobile platform segmentation, November 2012
                                                                                                                                • Figure 50: Mobile platform segmentation, November 2013
                                                                                                                              • Subtle age differences exist
                                                                                                                                  • Figure 51: Operating system used by consumers, by age, November 2013
                                                                                                                                • Some consumers still do not understand operating systems
                                                                                                                                    • Figure 52: Manufacturer of handsets used by consumers with Android phones, November 2013
                                                                                                                                • The Consumer – Importance of Brands in the Purchasing Process

                                                                                                                                  • Key points
                                                                                                                                    • Network operator brand is the most important feature
                                                                                                                                      • Figure 53: Importance of brands and model when buying a new phone, November 2013
                                                                                                                                    • Older consumers show the strongest preferences
                                                                                                                                        • Figure 54: 8-10 ratings given to brand importance, by 16-24s and over-65s, November 2013
                                                                                                                                      • Women more likely than men to rate network operator brand as important
                                                                                                                                        • Figure 55: Rating of importance of “brand of network operator”, by gender, November 2013
                                                                                                                                      • Handset brand importance most affected by income
                                                                                                                                          • Figure 56: 8-10 ratings given to brand importance of network and handset, by gross annual household income, November 2013
                                                                                                                                      • The Consumer – Factors That Influence Purchases

                                                                                                                                        • Key points
                                                                                                                                          • Friends and family the most important factor
                                                                                                                                            • Figure 57: Ranked factors that influence consumers’ choice of mobile phone handset, November 2013
                                                                                                                                          • Older consumers driving desire for larger screens
                                                                                                                                            • Figure 58: Consumers who rank a bigger screen as the most important factor when choosing a new phone, by age, November 2013
                                                                                                                                          • Nokia owners significantly more focused on camera quality
                                                                                                                                            • Figure 59: Ranking of the importance of camera quality as a factor in next choice of handset, by manufacturer of consumers’ currently owned phone, November 2013
                                                                                                                                          • 4G may be a handy point of differentiation for non-iOS devices
                                                                                                                                          • The Consumer – Additional Features Important to Consumers

                                                                                                                                            • Key points
                                                                                                                                              • Affordability the single most important concern for just under half
                                                                                                                                                • Figure 60: Additional features important to consumers, November 2013
                                                                                                                                              • Modular phones could become popular
                                                                                                                                                • Presence of young children generates desire for profiles
                                                                                                                                                  • Figure 61: Consumers who want a phone with different user profiles, by age of children in the household, November 2013
                                                                                                                                                • Little interest in smartwatches
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 62: Best- and worst-case forecast for the value of mobile phone sales, 2013-18
                                                                                                                                                • Appendix – The Consumer – Manufacturer of Phones Owned

                                                                                                                                                    • Figure 63: Manufacturer of consumers' mobile phones, November 2013
                                                                                                                                                    • Figure 64: Most popular manufacturer of consumers' mobile phones, by demographics, November 2013
                                                                                                                                                    • Figure 65: Other manufacturer of consumers' mobile phones, by demographics, November 2013
                                                                                                                                                • Appendix – The Consumer – Operating System Used

                                                                                                                                                      • Figure 66: Operating system of consumers' smartphones, November 2013
                                                                                                                                                      • Figure 67: Operating system of consumers' smartphones, by demographics, November 2013
                                                                                                                                                  • Appendix – The Consumer – Importance of Brands in the Purchasing Process

                                                                                                                                                      • Figure 68: Importance of brands and model when buying a new phone, November 2013
                                                                                                                                                      • Figure 69: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 0-7, November 2013
                                                                                                                                                      • Figure 70: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 8-10, November 2013
                                                                                                                                                      • Figure 71: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of handset model in their handset choice 0-6, November 2013
                                                                                                                                                      • Figure 72: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of handset model in their handset choice 7-10, November 2013
                                                                                                                                                      • Figure 73: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 0-6, November 2013
                                                                                                                                                      • Figure 74: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 7-10, November 2013
                                                                                                                                                      • Figure 75: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 0-7, November 2013
                                                                                                                                                      • Figure 76: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 8-10, November 2013
                                                                                                                                                      • Figure 77: Operating system of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 0-7, November 2013
                                                                                                                                                      • Figure 78: Operating system of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 8-10, November 2013
                                                                                                                                                      • Figure 79: Operating system of consumers' mobile phones, by consumers who ranked the importance of handset model brand in their handset choice 0-7, November 2013
                                                                                                                                                      • Figure 80: Operating system of consumers' mobile phones, by consumers who ranked the importance of handset model in their handset choice 8-10, November 2013
                                                                                                                                                      • Figure 81: Operating system of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 0-7, November 2013
                                                                                                                                                      • Figure 82: Operating system of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 8-10, November 2013
                                                                                                                                                      • Figure 83: Operating system of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 0-7, November 2013
                                                                                                                                                      • Figure 84: Operating system of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 8-10, November 2013
                                                                                                                                                      • Figure 85: Consumers who ranked brand of the manufacturer 0-3 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 86: Consumers who ranked brand of the manufacturer 4-7 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 87: Consumers who ranked brand of the manufacturer 8-10 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 88: Consumers who ranked handset model 0-3 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 89: Consumers who ranked handset model 4-7 in importance when purchasing a phone, by demographics, November 201, November 2013
                                                                                                                                                      • Figure 90: Consumers who ranked handset model 8-10 in importance when purchasing a phone, by demographics, November 2013,
                                                                                                                                                      • Figure 91: Consumers who ranked operating system on the phone 0-3 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 92: Consumers who ranked operating system on the phone 4-7 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 93: Consumers who ranked operating system on the phone 8-10 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 94: Consumers who ranked network operator on the phone 0-3 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 95: Consumers who ranked network operator on the phone 4-7 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                      • Figure 96: Consumers who ranked network operator on the phone 8-10 in importance when purchasing a phone, by demographics, November 2013
                                                                                                                                                  • Appendix – The Consumer – Factors That Influence Purchases

                                                                                                                                                      • Figure 97: Importance of phone features to consumers when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 98: Importance of a high-quality camera when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 99: Importance of the device being light weight when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 100: Importance of the ability to expand on in-built storage (eg with micro – SD cards) when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 101: Importance of the device having a larger screen (ie at least over 5”) when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 102: Importance of there being a wide range of apps available for download to the handset when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 103: Importance of recommendations from friends or family when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 104: Importance of having a 4G capability when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 105: Importance of having a wireless charging capability when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 106: Importance of compatibility with other technologies when purchasing a new handset, November 2013
                                                                                                                                                      • Figure 107: Importance of a high-quality camera when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 108: Importance of the device being light weight when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 109: Importance of the ability to expand on in-built storage (eg with micro – SD cards) when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 110: Importance of the device having a larger screen (ie at least over 5”) when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 111: Importance of there being a wide range of apps available for download when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 112: Importance of recommendations from friends or family when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 113: Importance of having a 4G capability when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 114: Importance of having a wireless charging capability when purchasing a new handset, by demographics, November 2013
                                                                                                                                                      • Figure 115: Importance of compatibility with other technologies when purchasing a new handset, by demographics, November 2013
                                                                                                                                                  • Appendix – The Consumer – Additional Features Important to Consumers

                                                                                                                                                      • Figure 116: Consumer interest in other phone features, November 2013
                                                                                                                                                      • Figure 117: Consumer interest in other phone features, by most popular manufacturer of consumers' mobile phones, November 2013
                                                                                                                                                      • Figure 118: Consumer interest in other phone features, by next most popular manufacturer of consumers' mobile phones, November 2013
                                                                                                                                                      • Figure 119: Manufacturer of consumers' mobile phones, by consumer interest in other phone features, November 2013
                                                                                                                                                      • Figure 120: Importance of brands and model when buying a new phone, by consumer interest in other phone features, November 2013
                                                                                                                                                      • Figure 121: Consumer interest in other phone features, by consumer interest in other phone features, November 2013
                                                                                                                                                      • Figure 122: Consumer interest in other phone features, by demographics, November 2013

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Apple, Inc
                                                                                                                                                  • Google UK
                                                                                                                                                  • Google, Inc.
                                                                                                                                                  • HTC
                                                                                                                                                  • LG Electronics (UK)
                                                                                                                                                  • Microsoft Ltd (UK)
                                                                                                                                                  • Nokia Corporation (UK)
                                                                                                                                                  • QUALCOMM Incorporated
                                                                                                                                                  • Research in Motion Uk Ltd.
                                                                                                                                                  • Samsung Electronics (UK) Ltd
                                                                                                                                                  • Sony (UK) Ltd
                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                  Mobile Phones - UK - February 2014

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