US Smartphones Market Report 2025

Market Intelligence Reports Technology US

US Smartphones Market Analysis

The US smartphone market in 2025 faces economic challenges from inflation and tariffs, which have tightened consumer spending and lowered sentiment since inflation peaked in 2022.

Despite this, Apple and Samsung maintain strong US Smartphones Market Share shares at around 45% and 40%, with middle-aged consumers leaning toward more affordable Android options. Moderate growth in the Smartphones Market is driven by AI features enhancing personalization and usability. However, tariffs are expected to slow the market in upcoming years, extending upgrade cycles. In the foreseeable future, advances in AI and battery technology are forecasted to revive growth by improving performance, battery life, and sustainability, influencing the mobile phone market landscape.

US Smartphones Market Trends

Consumer trends in 2025 show a strong reliance on smartphones, with more than 85% of users keeping their devices close at all times, yet many actively seek to reduce screen time for better balance. Men lead in purchase intent, drawn by advanced AI features and customization, while women prioritize camera quality and storage, favoring Apple devices in Smartphones Market Share. Younger consumers are especially interested in non-traditional formats like foldables and flips, reflecting a desire for innovation and personalization. Practical factors such as broken phones, battery life, and attractive deals remain the main drivers for upgrades, with nearly 80% willing to pay more for durable, repairable phones. Overall, consumers value user-friendly AI that enhances everyday functions without complexity, and sustainability is increasingly influencing purchase decisions.

Purchasing the US Smartphones Market Report 2025 offers key insights into consumer behavior and market trends. This Smartphones Market Report helps manufacturers and marketers optimize strategies by understanding technology preferences, economic impacts, and competition, enabling them to better meet consumer needs and drive growth in the US Smartphones Market.

About The Report

This report delivers comprehensive insights into the US smartphone market, covering consumer behaviors, device ownership patterns, purchase drivers, and emerging technology trends such as AI integration and innovative smartphone formats. It includes detailed analysis of demographic preferences, economic influences like tariffs and inflation, and brand loyalty dynamics shaping the Smartphones Market Share. The research draws on extensive consumer surveys across age, gender, and income groups to provide a nuanced understanding of market shifts and future forecasts. Smartphone manufacturers, marketers, retailers, and industry analysts will benefit from this US Smartphones Market report by gaining actionable data to tailor product development, marketing strategies, and competitive positioning in a rapidly evolving market.

Key Topics Analyzed in the Report

Overview of consumers’ smartphone dependency
Current device ownership
Smartphone purchase behaviors
Brand consideration for next smartphone purchase
Consumer preferences for smartphone formats
Key motivations driving smartphone upgrades
Factors influencing device selection
Consumer perceptions of AI features and effective marketing strategies

Meet the Expert Behind the Analysis

This report was written by Haley Ferrini. Haley holds a BSc degree in Econometrics and Quantitative Economics from the University of Illinois and brings experience from her professional background in AdTech. Her interests lie in social media, digital advertising, and consumer technology, with her writing centered on analyzing trends and developments within the tech and media industries.

Smartphones continue to shape the way we connect, work, and live, with AI powering remarkable advancements that need to remain intuitive for broad adoption. Yet, the fundamentals like reliable battery life and consistent performance remain essential for today’s consumers.

Haley Ferrini

Research Analyst, US Reports

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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
MARKET DYNAMICS
- Market context
- Inflation tightens wallets, tech falls down the priority list
- Graph 1: headline CPI and core CPI, 2021-25
- Consumer sentiment on the decline: some delay big purchases, while others may act fast
- Graph 2: consumer sentiment index, 2022-25
- Market drivers
- Trade tensions rise with China in struggle for AI dominance
- Legal clash over OLED technology
- Market faces uncertainty amid new tariffs
- eCommerce strategies continue to expand
- Consumers are immersed in the world of social media
- Starlink expands consumer access to reliable communication
- Apple faces lawsuit over AI feature delays
CONSUMER INSIGHTS
- Consumer fast facts
- Smartphone dependency
- Most Americans keep their smartphones on hand 24/7
- Consumers are trying to cut back on screen time
- Graph 3: “I actively try to spend less time with my smartphone these days” (% agree), by age, 2025
- Consumers are tracking their phone use
- Graph 4: “I track how much time I spend using my smartphone” (% agree), by age and gender, 2025
- Device ownership
- Android smartphones take the lead
- Apple and Samsung rule the smartphone market
- Graph 5: current smartphone brand ownership, 2025
- Middle aged consumers use Android
- Graph 6: Apple and Android OS ownership, by age, 2025
- Apple reigns supreme among women
- Graph 7: Apple smartphone ownership, by age and gender, 2025
- Younger men are sticking with Samsung
- Graph 8: Samsung smartphone ownership, by age and gender, 2025
- High-income consumers gravitate towards Apple
- Graph 9: Apple smartphone ownership, by household income, 2025
- Purchase trends
- Half of consumers look to purchase a smartphone in the next year
- Younger consumers are in the market
- Graph 10: when consumers plan to purchase a new smartphone, by age, 2025
- Men poised to lead smartphone purchases in the next year
- Graph 11: consumers planning to purchase a new smartphone within the next year, by age and gender, 2025
- AI and customization options could motivate consumers to upgrade
- Graph 12: plan to buy a new smartphone within the next year, overall vs agreement with attitudes concerning customization options and advanced AI assistants, 2025
- Price hikes would stall smartphone upgrades
- For some, buying the latest smartphone can’t wait
- Graph 13: intent to purchase a new smartphone within the next 3 months, by timing of last smartphone purchase, 2025
- T-Mobile makes upgrading to the latest iPhone easy
- Yet, many consumers are holding onto their smartphones longer
- Graph 14: consumers who don’t know or don’t have plans to purchase a new smartphone, by timing of last smartphone purchase, 2025
- Rising demand for durable and repairable smartphones
- Fairphone focuses on longevity and ethical sourcing in tech
- Brand consideration
- Apple and Samsung maintain their grip on consumer choices
- Graph 15: smartphone brand consideration, 2025
- Apple may be losing its edge among women
- Graph 16: Apple smartphone consideration, by gender, 2023 vs 2025
- Yet, Apple and Samsung still have strong customer loyalty
- Graph 17: Samsung smartphone consideration, current Samsung owners vs overall, 2025
- Graph 18: Apple smartphone consideration, current Apple owners vs overall, 2025
- Smartphone format
- Non-traditional formats spark interest
- Men and younger buyers are opting for unique smartphones
- Graph 19: “I purchased a non-traditional smartphone format in the last year (eg foldable, twin-screen)” (% agree), by age and gender, 2025
- Yet, slate phones remain popular amid expanding format preferences
- Graph 20: smartphone format interest (% any rank), 2025
- 55+ consumers stick to slate phones after moving on from flip designs
- Graph 21: select smartphone format interest (% any rank), by age, 2025
- Younger men’s interest in non-traditional formats stands out
- Purchase drivers
- For many, practical needs lead the way when it comes to acquiring a new smartphone
- Graph 22: reasons to get a new smartphone, 2025
- Practical vs prestige: men and women upgrade differently
- Graph 23: reasons to get a new smartphone (select), by gender, 2025
- 55+ consumers purchase out of need, while younger consumers wait for the means
- Graph 24: reasons to get a new smartphone (select), by age, 2025
- …although, everyone loves a deal and hates a slow phone
- Graph 25: current phone is noticeably slow as reason to get a new smartphone, by age, 2025
- Graph 26: great deal on a new smartphone as reason to get a new smartphone, by age, 2025
- Factors when choosing a smartphone
- Battery life and performance shape consumer’s choices
- Graph 27: important factors when choosing next smartphone besides price (% any rank), 2025
- Global innovations in battery tech likely to hit US market
- Megapixels for her, manufacturer’s warranty for him
- Graph 28: important factors when choosing next smartphone (select) (% any rank), by gender, 2025
- Don’t overlook age-driven preferences in smartphone choices
- Graph 29: important factors when choosing next smartphone (% any rank), by gender, 2025
- For many, personalization isn’t an extra perk – it’s the point
- Graph 30: customization options are important to me when choosing a new smartphone (% agree), by age, 2025
- Samsung connects with football fans through customization
- App compatibility isn’t optional – just ask Fortnite
- AI
- Smarter phones call for smarter AI capabilities
- Men show a strong interest in advanced AI assistants
- Graph 31: “I am interested in smartphones that offer AI assistants with features beyond basic voice commands” (% agree), by gender and age, 2025
- Beyond showcasing advanced AI assistants… consider positioning AI as a way to strengthen other factors consumers already care about
- Affordability is key to broadening AI adoption
- Graph 32: “I am interested in smartphones that offer AI assistants with features beyond basic voice commands” (% agree), by household income, 2025
- Apple introduces a cheaper iPhone with AI power
- Complicated features make users tap out
- Complex doesn’t always mean better
- Graph 33: there are features on my smartphone that I don’t use because I find them too complicated (% agree), by age, 2025
- For many, price matters more than bells and whistles
- AI features can make the world more accessible
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Motorola enters the AI space
- OnePlus 13R and the shift toward value-driven flagship features
- Samsung’s AI innovations put privacy front and center
- Google establishes itself as an AI competitor with the Pixel 9
- Huawei debuts the first tri-fold smartphone
- Buttons make a comeback with the iPhone 16
- Marketing and advertising
- Motorola partners with Paris Hilton to showcase the Razr’s modern makeover
- Apple and The Weeknd set the screen ablaze with new music video
- Samsung connects with gamers at TwitchCon 2024
- Highlighting the gaming edge of ROG Phone 9
- Samsung promotes Now Brief for smarter daily updates
- Humanizing AI: Google Pixel’s relatable approach
- Apple makes AI playful with Genmoji
APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms

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