Strategy analytics conducted a new smartphone consumer survey in China, the UK, and the United States to identify the key factors driving consumers' replacement behavior. The report explores the drivers and barriers that affect when and how consumers change smartphones.

The annual global shipment of smartphones exceeds 1.3 billion, which is the biggest business opportunity in the consumer electronics market. In mature markets, 95% of sales come from smartphone replacement, compared with 87% in developing markets.

The study identified five different patterns of motivation/drivers and barriers for consumers to change smartphones. These five segments have different proportions in each country.

Although the segmentation is defined by attitude and behavior variables, there are significant differences in smartphone replacement behavior, the price paid (ASP), manufacturer's relative strength, and a series of other variables.

The report discusses the challenges faced by smartphone ...

65% of Chinese consumers have postponed or canceled their traveling due to the impact of COVID-19, according to a survey by Strategy Analytics. 43%, 41%, and 37% have postponed or canceled the holidays, automobile purchases, and smartphone purchases respectively.

Smartphones and 5G were not immune from delayed purchasing in China. 37% have delayed a new smartphone purchase and 32% delayed 5G adoption.

In comparison, about one-third of consumers from the U.S. and UK have canceled or postponed traveling or holiday plans.

19% of Americans and 20% British will postpone or cancel their plan to buy smartphones. Although Chinese are more optimistic about a rapid return to normal than the US or European consumers, smartphone replacement and 5G adoption have certainly been slowed.

Apple users are the most optimistic with 41% intending to buy a new smartphone device as planned or sooner than planned. In contrast, Huawei owners were more broadly split with 42% delaying or canc...