According to the latest research from Strategy Analytics, the average Apple smartphone has been active for 18 months and 16.5 months for Samsung. The research group says the U.S. smartphone replacement cycle has lengthened to 33 months despite strong interest in 5G.
“Operators and device brands face significant inertia given consumer perception of diminishing innovation or marginal value add in successive generations of flagship devices,” says David Kerr, senior vice president at Strategy Analytics. “At the same time vendor pursuit of profitability has seen smartphone prices rising towards and above $1,000. Prices for 5G phones will be a key barrier despite one in four recognizing it as being important for their next device.”
The report also found that:
Apple and Samsung are dominant with brand loyalty above 70% with a huge separation to second tier vendors LG and Motorola with repeat purchase intentions below 50%
Apple dominates Hispanic and Asian Markets with market share above 50%.
Samsung leads in market share among Gen X (40-54 years), but trails Apple by almost 40 points among Gen Z (18-24 years)in terms of purchase intent.
Camera features and quality are significantly more important to women and Gen Z users.
A growing demand for better tools to Manage Time and Unplug from always on is seen especially in Gen Y(25-39 years) and Gen Z.