April 10th, 2023, Kineree Shah
In a world of abundant smartphone options and similar price points, we delve into the aspects that could influence consumers’ buying decisions among potential phone buyers. In the US, nearly half of the consumers prioritize the warranty period (47%), followed by two in five considering where the product is made (42%). Slightly more than a quarter of consumers focus on DIY repairability (29%), sustainability (28%), and working conditions (28%) in manufacturing.
In the UAE, three in five consumers who are looking to buy mobile phones or related accessories value warranty period (59%), with nearly half giving importance to sustainability (49%). About two in five consumers consider where the product is developed (46%) and working conditions (44%), while roughly one-third emphasize repairability (36%).
UK consumers show a strong preference for warranty period (61%), with over three in five looking to buy mobile phones or related accessories prioritizing it. Almost half of the consumers are concerned about sustainability (46%), followed by two in five focusing on the origin of production (42%). Around one-third of the consumers consider DIY repairability (31%) and working conditions in manufacturing (29%).
In India, more than two-thirds of consumers emphasize warranty period (69%), while three in five consider sustainability (60%). Half of consumers focus on working conditions and give importance to where the product is made (47%). Two in five consumers prioritize repairability (40%).
In Sweden, nearly half of the consumers who are looking to buy a mobile phone in the next 3 to 12 months value warranty period (47%) and more than one-third prioritize where the product is developed (36%). One-third of consumers emphasize sustainability (34%), while one in five focus on DIY repairability (20%) and working conditions in manufacturing (19%).
Our analysis of consumer preferences across various markets highlights the significance of the warranty period as a key deciding factor. However, there are notable differences in the importance given to sustainability, origin of production, DIY repairability, and working conditions, reflecting the diverse priorities of consumers in different markets.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 124 and 379 for each market. All surveys were conducted online in February 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.