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Mobile Phones - UK - April 2019

“Consumers think the latest top smartphones are out of their price range and are less likely to upgrade their devices because of it. Manufacturers are aiming to offer better innovation and value for money through punch-hole displays and improved cameras. They will also be hoping 5G can help to boost the market.”
– Zach Emmanuel, Consumer Technology Analyst

This report will cover the following areas:

  • Charging cases could play bigger role as consumers still demand longer battery life
  • Smartphone prices could drive consumers to second hand or refurbished handsets

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The Market
            • Market dips amid SIM-only growth and rising phone prices
              • Figure 1: Mobile phones market size and forecast, 2013-23
            • Manufacturers innovate with notch-less displays
              • Foldable phones enter the market
                • The Consumer
                  • Majority of consumers in the dark about 5G
                    • Figure 2: 5G knowledge, February 2019
                  • Most consumers buy through a mobile network provider
                    • Figure 3: Location of purchase, February 2019
                  • Less than a quarter make mobile near field communication (NFC) purchases
                    • Figure 4: Mobile contactless payments, February 2019
                  • Vast majority value better battery over other enhancements
                    • Figure 5: Improving battery life, February 2019
                  • Most see new phones as out of reach
                    • Figure 6: Latest smartphone prices, February 2019
                  • What we think
                  • Issues and Insights

                    • Charging cases could play bigger role as consumers still demand longer battery life
                      • The facts
                        • The implications
                          • Smartphone prices could drive consumers to second hand or refurbished handsets
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Market dips amid SIM-only growth and rising phone prices
                                  • Smartphone prices hindering the market
                                    • Manufacturers hope 5G will push sales
                                      • Manufacturers innovate with notch-less displays
                                        • Foldable phones enter the market
                                        • Market Size and Forecast

                                          • Market dips amid SIM-only growth and rising phone prices
                                            • Figure 7: Mobile phones market size, 2013-23
                                            • Figure 8: Value of sales for mobile phones in the UK, 2013-23
                                        • Market Drivers

                                          • Consumers keeping their devices for longer
                                            • Smartphone prices hindering the market
                                              • Figure 9: Selected manufacturers’ smartphone prices at launch, 2016-2019
                                            • Digital addiction continues in consumers’ minds
                                              • Manufacturers hope 5G will push sales
                                              • Companies and Brands – What You Need to Know

                                                • Huawei gains market share but Apple and Samsung still well in front
                                                  • 5G could help challenger brands make a difference
                                                    • Manufacturers innovate with notch-less displays
                                                      • Embedded fingerprint scanning provides new authentication method
                                                        • Foldable phones enter the market
                                                          • Samsung Galaxy has the highest recommendation rating
                                                            • Apple iPhone offers exclusive but premium experience
                                                            • Market Share

                                                              • Huawei gains market share but Apple and Samsung still well in front
                                                                • Figure 10: Mobile phone market share, February 2019
                                                              • Oppo arrives
                                                                • 5G could help challenger brands make an impact
                                                                • Launch Activity and Innovation

                                                                  • Manufacturers innovate with notchless displays
                                                                    • Figure 11: Honor View 20
                                                                  • 5G phones coming to the market
                                                                    • Figure 12: Xiaomi Mi Mix 3 5G
                                                                  • Apple announces iPhone XR and XS Max
                                                                    • Figure 13: Battery life for iPhone XR, XS and XS Max
                                                                    • Figure 14: iPhone XR
                                                                  • Embedded fingerprint scanning provides new authentication method
                                                                    • Foldable phones enter the market
                                                                      • Figure 15: Samsung Galaxy Fold
                                                                      • Figure 16: Huawei Mate X
                                                                  • Brand Research

                                                                      • Brand map
                                                                        • Figure 17: Attitudes towards and usage of selected brands, March 2019
                                                                      • Key brand metrics
                                                                        • Figure 18: Key metrics for selected brands, March 2019
                                                                      • Brand attitudes: Consumers feel the iPhone is worth the premium price
                                                                        • Figure 19: Attitudes, by brand, March 2019
                                                                      • Brand personality: Top Android brands seen as ethical and fun
                                                                        • Figure 20: Brand personality – Macro image, March 2019
                                                                      • Samsung and Google lead the pack for cutting-edge technology
                                                                        • Figure 21: Brand personality – Micro image, March 2019
                                                                      • Brand analysis
                                                                        • Samsung Galaxy has highest recommendation rating
                                                                          • Figure 22: User profile of Samsung Galaxy, March 2019
                                                                        • Apple iPhone offers an exclusive but premium experience
                                                                          • Figure 23: User profile of Apple iPhone, March 2019
                                                                        • Huawei jumps in awareness and recommendations compared to 2018
                                                                          • Figure 24: User profile of Huawei, March 2019
                                                                        • Google Pixel closely associated with cutting-edge and innovation
                                                                          • Figure 25: User profile of Google Pixel, March 2019
                                                                        • Sony Xperia closely associated with being a trusted brand
                                                                          • Figure 26: User profile of Sony Xperia, March 2019
                                                                        • OnePlus has significantly lower awareness than other phone brands
                                                                          • Figure 27: User profile of OnePlus, March 2019
                                                                        • HTC is viewed as accessible but quite outdated
                                                                          • Figure 28: User profile of HTC, March 2019
                                                                      • Advertising and Marketing Activity

                                                                        • Overall ad spending drops but Huawei’s soars
                                                                            • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on mobile phones, 2015-18
                                                                            • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on mobile phones, by media type, 2015-18
                                                                            • Figure 31: Advertising spend, by brand, 2018
                                                                          • Nielsen Ad Intel coverage
                                                                          • The Consumer – What You Need to Know

                                                                            • Majority of consumers in the dark about 5G
                                                                              • Most consumers buy through a mobile network provider
                                                                                • Social media still king but chat apps rise into top three
                                                                                  • Less than a quarter make mobile NFC purchases
                                                                                    • Intent to upgrade decreasing
                                                                                      • Vast majority value better battery over other enhancements
                                                                                        • Most see new phones as out of reach
                                                                                        • 5G Awareness and Knowledge

                                                                                          • Majority of consumers in the dark about 5G
                                                                                            • Figure 32: 5G knowledge, February 2019
                                                                                        • Length of Time with Device

                                                                                          • Over a third consumers have had their phone for one to two years
                                                                                            • Figure 33: Length of time with smartphone, February 2019
                                                                                        • Location of Purchase and Payment Type

                                                                                          • Most consumers buy through a mobile network provider
                                                                                              • Figure 34: Location of purchase, February 2019
                                                                                            • Consumers favour instalments for network provider
                                                                                              • Figure 35: Type of payment among smartphone owners who bought from retailers or network providers, February 2019
                                                                                            • Almost eight in ten buying from manufacturer choose to pay upfront
                                                                                                • Figure 36: Type of payment among smartphone owners who bought from the manufacturer, February 2019
                                                                                            • Top Smartphone Activities

                                                                                              • Social media still king but chat apps rise to top three
                                                                                                • Figure 37: Activities done on smartphones, February 2019
                                                                                              • Top activities vary noticeably across different generations
                                                                                                • Figure 38: Top used smartphone feature [social media] by generation, February 2019
                                                                                                • Figure 39: Top used smartphone feature [calls] by generation, February 2019
                                                                                            • Use of Mobile Contactless Payments

                                                                                              • Less than a quarter make mobile NFC purchases
                                                                                                • Figure 40: Use of mobile contactless payments, February 2019
                                                                                              • Mobile NFC payers prefer contactless cards
                                                                                                • Figure 41: Preferred payment method among contactless mobile payment users, February 2019
                                                                                              • Non-users concerned over security
                                                                                                  • Figure 42: Reasons for not using mobile payments, February 2019
                                                                                              • Intent to Upgrade Smartphone

                                                                                                • Intent to upgrade decreasing
                                                                                                  • Figure 43: Intent to upgrade, February 2019
                                                                                                  • Figure 44: Intent to upgrade, 2016-19
                                                                                              • Uses for Old Devices

                                                                                                • Most people keeping old devices around as spares
                                                                                                  • Figure 45: Uses for old devices, February 2019
                                                                                              • Importance of Better Battery Life

                                                                                                • Vast majority value better battery over other enhancements
                                                                                                    • Figure 46: Prioritisation of improved battery life over other features, February 2019
                                                                                                • Opinions on Prices for Newest Handsets

                                                                                                  • Vast majority see new phones as out of reach
                                                                                                      • Figure 47: Whether consumers see new smartphone models as out of their price range, February 2019
                                                                                                  • Attitudes towards Smartphone Purchasing

                                                                                                    • Consumers tend to stay loyal to brands when buying new phones
                                                                                                      • Figure 48: Attitudes towards smartphone buying, February 2019
                                                                                                    • Consumers split on second-hand phones but most people avoid comparison sites
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                            • Market forecast – Best/worst case scenario
                                                                                                              • Figure 49: Mobile phones market forecast – Best/worst case, 2018-23

                                                                                                          Mobile Phones - UK - April 2019

                                                                                                          US $2,552.20 (Excl.Tax)