2020
9
Germany Mobile Phones Market Report 2020
2020-10-06T15:46:22+01:00
REP54F33FC0_54A5_4A39_BE81_04E2D5785305
2195
125624
[{"name":"Smartphones","url":"https:\/\/store.mintel.com\/industries\/technology\/smartphones"}]
Report
en_GB
While Germans retain a strong desire to upgrade, rising prices and COVID-19's squeeze on income will mean fewer are able to and less will be spent by those that do.

Germany Mobile Phones Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Mobile Phones – Germany market including the behaviours, preferences and habits of the consumer.

While COVID-19 has had a strong impact on the smartphone demand in the short run as German consumers prioritise spending, the market is expected to regenerate in the mid-term. An increased engagement among older demographics will give rise to long-term opportunities for further market growth.

Quickly Understand

  • How to make 5G benefits more tangible for consumers?
  • How are communication habits in Germany shifting?
  • How does German consumers’ income affect tech adoption?
  • What brands dominate the German market and why?
  • How to utilise gaming demand to drive your business forward?
  • Discover how the sustainability mindset is transforming industries

Covered in this report

Brands mentioned: Apple, ASUS, Facebook, Fairphone, Galaxy Z Flip, Huawei P40, iPhone, Motorola razr, RoG Phone, Samsung, Samsung Galaxy, Telekom, Xiaomi etc.

Expert analysis from a specialist in the field

Written by Jan Urbanek, a leading analyst in the Consumer Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While Germans retain a strong desire to upgrade, rising prices and COVID-19’s squeeze on income will mean fewer are able to and less will be spent by those that do.
Jan Urbanek
Consumer Technology Analyst

Table of Contents

  1. Executive summary

    • Market context
    • Graph 1: mobile and landline phoning time (in min), 2015-18
    • Graph 2: online media consumption (in min), by age, 2015-19
    • Mintel predicts
    • What consumers want and why
    • Graph 3: satisfaction with smartphone features, January 2020
    • Opportunities
    • The competitive landscape
    • Graph 4: personal ownership of smartphone brands, January 2020
  2. THE IMPACT OF COVID-19

    • market drivers

      • Graph 5: change in GDP, 2016-19
      • Graph 6: mobile and landline phoning time (in min), 2015-18
      • Graph 7: smartphone ownership, by age, 2015-19
      • Graph 8: online media consumption (in min), by age, 2015-19
      • Graph 9: device usage by age groups, 2018
      • Graph 10: mobile device ownership by income group, January 2020
      • Graph 11: release prices of Samsung's S-Models (in €), S7-S20, 2016-20
      • Graph 12: release prices of iPhone-models each year (in €), 2016-19
    • What consumers want and why

      • Smartphone brands
      • Graph 13: personal ownership of smartphone brands, January 2020
      • Graph 14: smartphone ownership by age, January 2020
      • Length of ownership & brand loyalty
      • Graph 15: length of owning current smartphone, January 2020
      • Graph 16: brand loyalty by brand, January 2020
      • Upgrading intentions
      • Graph 17: intention to buy/upgrade to a new smartphone in next two years, by age, January 2020
      • Graph 18: consumers who have been stopped from upgrading their current phone due to the high price of the latest smartphone, by age, January 2020
      • Smartphone usage
      • Graph 19: most-followed activities on the smartphone (ranking from 1-3), January 2020
      • Graph 20: most-used communication-based activities on the smartphone (ranked top 3), by age, January 2020
      • Graph 21: most-followed smartphone activities by gender (any rank from 1-3), January 2020
      • Graph 22: most-used media-based smartphone activities (ranked top three), by age, January 2020
      • Graph 23: personal ownership of portable games consoles, by age, January 2020
      • Satisfaction with smartphone features
      • Graph 24: satisfaction with smartphone features, January 2020
      • Graph 25: respondents who are very satisfied with their smartphone features, by age, January 2020
      • Attitudes towards smartphone features and purchase
      • Graph 26: attitudes towards mobile phones, January 2020
      • 5G
      • Graph 27: ownership of 5G smartphone, by gender, January 2020
    • Launch activity and innovation

      • New smartphones
      • New form factors
      • Niche devices
      • Advertising and marketing activity
    • market segmentation, size and forecast

      • Forecasting during COVID-19 crisis
    • Appendix

      • Note on COVID-19
      • Appendix – market size and forecast

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    The consumer

    What They Want. Why They Want It.

    The Competitors

    Who’s Winning. How To Stay Ahead.

    The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

    The Innovations

    New Ideas. New Products. New Potential.

    The Opportunities

    Where The White Space Is. How To Make It Yours.

    The Trends

    What’s Shaping Demand – Today And Tomorrow.

    Below is a sample report, understand what you are buying.

    Click to show report
    Germany Sample Report Cover

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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