Providing the most comprehensive and up-to-date information and analysis of the UK Mobile Phones market, including the behaviours, preferences and habits of the consumer.
The pandemic caused a sharp drop in market value in 2020, with a 9.7% drop compared to 2019. The closure of stores and the economic uncertainty meant that people limited their spending on big ticket items such as phones. However, with lockdowns limiting social interaction, smartphones became more important in day-to-day life to help keep in contact with friends and family.
Price is one of the most important factors when buying a phone, with 42% of smartphone owners who bought their device upfront paying less than £250. 52% of those who paid more than £550 for their device also report that their next phone will be cheaper because of the financial pressures of the pandemic.
The rise in SIM-Only deals, currently the most popular form of payment for phones, is the biggest threat to the market overall. With replaceable SIMS, people are more likely to keep their phones over a longer period, slowing the market growth. However, there are opportunities in attracting Generation X and Baby Boomer customers, who are less likely to be tied to a certain brand of phone. This means this demographic are more likely to be convinced to switch brand thanks to increased battery life of the device or the price overall.
Read on to discover more details or take a look at all of our UK Technology and Telecoms market research.
Brands: Apple, Samsung, LG, Huawei, Google, Motorola, Sony, Nokia, Xiaomi, OnePlus, Pixel, BlackBerry, Oppo.
Written by Samantha Dover, a leading analyst in the Technology sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
COVID-19’s impact on men’s haircare and skincare was polarised, improving the outlook for skincare, whilst creating a more challenging environment for haircare. Reduced usage of haircare in the short term, with the styling segment seeing particularly subdued demand, will see preferences shift, meaning brands that respond with relevant npd and marketing will fare better. Meanwhile, if facial skincare brands can leverage increased engagement with facial cleansing to encourage multistep routines, this will future-proof the category against continued price competition which has eroded value spend in recent years.
Samantha Dover
Senior Beauty and Personal Care Analyst
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