Changing consumer attitudes: pursuit of durability, extended smartphone replacement cycle

According to news on April 12, the smartphone market is still in a downward trend, and the long-awaited replacement boom has not yet occurred.

The latest supply chain situation shows that major mobile phone brands have adjusted their annual shipment expectations. Industry giants such as Apple and Samsung Electronics have also made progress in lowering their shipment expectations for 2024.

Forecasts released by TechInsights show that by 2023, the average replacement cycle of global smartphones will reach 51 months, the longest in history. Although the frequency of phone replacement among Chinese consumers has increased, it still exceeds 40 months.

The speed at which users continue to replace their mobile phones has slowed down, and market competition has become increasingly fierce. At the same time, consumers' concepts of purchasing mobile phones are also quietly changing. They are beginning to pay more attention to the durability and practicality of mobile phones, instead of simply pursuing faster updates. This trend also exists among iPhone users.

Industry experts have observed that consumers are now more inclined to buy mobile phones that can be used for a long time, so they are more willing to pay higher prices for mobile phones with excellent performance and durability.

In an environment where the smartphone market is becoming increasingly saturated and competitive, mobile phone manufacturers are constantly improving product quality and trying to maintain profit margins by increasing selling prices.

In the current market environment, consumers and mobile phone manufacturers seem to have reached a tacit understanding, making it difficult for consumers to find sufficient reasons to replace their phones, further lengthening the replacement cycle of mobile phones.

In this case, those mobile phone manufacturers that rely more on offline sales channels are facing unprecedented competitive pressure. Dealers who are unable to maintain profitability may switch to more competitive brands, which coincides with consumers' choice behavior.

The data editor has an in-depth understanding that this market phenomenon is driving mobile phone manufacturers to rethink their sales strategies and explore how to break the current market deadlock through innovation and improved user experience.

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