2023
9
Germany Smartphones Market Report 2023
2023-08-16T11:56:27+01:00
REP70CAB126_2DB9_457A_88E9_C37CC4FE9D8D
2195
165807
[{"name":"Smartphones","url":"https:\/\/store.mintel.com\/industries\/technology\/smartphones"}]
Report
en_GB
AI gives smartphone brands an opportunity to spark excitement and encourage younger consumers to upgrade, capitalising on the growth potential of the smartphones market in Germany. Jan Urbanek, Principal…

Germany Smartphones Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Smartphones Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest smartphone market trends and consumer behaviours affecting your industry. Get a 360° view of the Germany smartphones market including Germany smartphone market size, share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed Germany smartphones market outlook, including expert insights and market drivers.
  • Impact of the rising cost of living on the smartphones market in Germany.
  • Smartphone brands owned by German consumers and how they pay for their devices.
  • The frequency/type of apps used by German smartphone owners.
  • Smartphone market analysis of consumer behaviours regarding their devices.
  • How your business can tap into opportunities to increase your smart phone market share Germany.

Overview of the Smartphones Market in Germany

Despite multiple crises and some consumers compromising with their smartphone purchases, the smartphone market in Germany is expected to continue growing in 2023, especially once consumers have regained their financial confidence.

Mintel’s smartphone market analysis shows that EU regulations will continue to push brands towards more repairability and sustainable practices, thus forcing brands to increasingly explore additional revenue sources and business models, such as devices for rent.

  • Germany Smartphone Market Size: In 2023 the projected growth for the Germany smartphones growth is 6.6%. Simultaneously, the Germany smartphones market volume is expected to decline by 3.9%.

Smartphone Market Analysis: What Consumers Want and Why

  • Germany Smartphones Market Challenges: Upgrading frequency in the smartphones market in Germany is declining due to limited perceived innovation. To continue to entice consumers to opt for higher priced devices, brands will have to up their innovation game, as well as improve the longevity of devices.
  • Consumer Behaviour: Younger Germans, often perceived as digital natives, are highly engaged with smartphones. Their decision on what type of device to buy seldom solely relies on their own intuition or research. 53% of Germans aged 16-24 take recommendations from friends and family into account. Brands and retailers can capitalise on this by placing peer-like expert reviews on their websites or by engaging in long-term partnerships with influencers.
  • Smartphone Market Trends & Market Opportunities: Sustainability-related EU regulations are further threatening upgrading frequency, calling for brands to innovate and explore alternate business models to capitalise on the Germany smartphones market’s growth potential. These include offering devices for rent or factors that extend a device’s life, which 55% of Germans would be willing to pay more for.

What’s Next for the Smartphones Market in Germany?

  • According to Mintel’s smartphone market analysis, growing advances in AI will allow smartphone brands to up the utility of their devices, e.g. health tracking through wearables. Brands can tap into younger Germans’ AI-enthusiasm by including access to personal AI assistants in their devices or locking access behind subscription services.
  • Moreover, AI assistants could be used to address younger Germans’ prioritisation of mental wellbeing and their urge to disconnect by offering personalised recommendations on how to improve their wellbeing and establish healthier digital habits.

To learn how to connect with your audience, purchase our Germany Smartphones Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

ChatGPT, Apple, OffScreen, Google, Samsung, Huawei, Xiaomi, Fairphone, Motorola, Nokia, Sony, Oppo, Pixel, OnePlus, YouTube, Grover, Netflix, Spotify, Twitch, Coolblue, Rocket Games, and many more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Smartphone Market Trends

This report, written by Jan Urbanek, Principal Analyst, delivers in-depth commentary and analysis to highlight smartphone market trends and add expert context to the numbers.

AI gives smartphone brands an opportunity to spark excitement and encourage younger consumers to upgrade, capitalising on the growth potential of the smartphones market in Germany.

Jan Urbanek, Principal Analyst
Jan Urbanek
Principal Analyst

Table of Contents

    • Key issues covered in this Report
  1. EXECUTIVE SUMMARY

    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
  2. MARKET DRIVERS

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Impact of rising costs of living on smartphone purchasing
    • Graph 2: impact of the rising costs of living on smartphone purchasing, 2023
    • Mental wellbeing
    • Graph 3: change in overall mental wellbeing compared to a year ago, 2022
    • Connected devices
    • Graph 4: ownership of smartwatches, 2020-23
    • Artificial intelligence
    • Graph 5: Google searches for the topic "Künstliche Intelligenz" (Artificial Intelligence) and the term "ChatGPT", 2022-23
    • Graph 6: number of AI publications and patent filings, in thousands, 2010-21
    • Regulatory and legislative changes
  3. WHAT CONSUMERS WANT AND WHY

    • Smartphone brands owned
    • Graph 7: smartphone brands owned, 2023
    • Graph 8: smartphone brands owned, 2020-23
    • Graph 9: willingness to pay for a smartphone upfront, by smartphone brands owned, 2023
    • Graph 10: smartphone brand owned, by age, 2023
    • Graph 11: ownership of Apple smartphones, by age, 2020-23
    • Ways of paying for smartphones
    • Graph 12: ways of paying for a smartphone, by age, 2023
    • Amount willing to pay for smartphones
    • Graph 13: amount willing to pay for next smartphone bought upfront, 2023
    • Graph 14: highest amount willing to to pay for next smartphone bought upfront, by age, 2023
    • Apps used on a smartphone
    • Graph 15: frequency of app usage on a smartphone, 2023
    • Graph 16: smartphone apps used daily, by age, 2023
    • Graph 17: types of apps used daily on a smartphone, by men aged 35-54, 2023
    • Graph 18: using news apps daily on one's smartphone, by gender and age, 2023
    • Behaviours regarding smartphones
    • Graph 19: behaviours regarding smartphones, 2023
    • Graph 20: having 5G connectivity on smartphone, by age and gender, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. MARKET SIZE, SEgmentation AND FORECAST

    • APPENDIX

      • Appendix – products covered, abbreviations, consumer research methodology and language usage
      • Appendix – market size and central forecast methodology

    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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