14 DAY TRIAL // These days, most people around the globe tend to own a smartphone. So the challenge for handset makers today is not to persuade prospective buyers to acquire a phone, but to convince them to upgrade to newer, better models.
According to a new research published by Kantar Worldpanel, the average smartphone user will hold on to their device 22 months before upgrading to a new model. On top of that, most Americans will trade in their handset after two years, which is how long a typical carrier contract lasts.
But the most interesting finding of this study is that BlackBerry users seem to be holding on to their phones the longest, with an average of 32 months in between smartphone purchases from the same brand.
Apple iPhone owners typically tend to hold on to a model for about 25 months, while those who own a Samsung device will be using it for about 18 months before another model catches their attention. Lumia owners (or Windows Phone) seem to be the fastest willing to adhere to a new model, with only 16 months in between alternate models.
How quickly do you tend to upgrade?
In the wake of the iPhone 6s and iPhone 6s Plus unveil, Kantar also offers some figures related to recent iPhone sales. Apparently, since September 2014, 32% of iPhone owners have purchased a new handset from their favorite company. 47% of these mobile users have opted for the 4.7-inch iPhone 6 and 16% have picked up the larger iPhone 6 Plus.
To compare, only 22% of iPhone users chose to upgrade to a new phone between September 2013 and July 2014. So based on this info, the iPhone 6 and iPhone 6 Plus were a really big hit.
With the new iPhones coming on September 25, a lot of Apple enthusiasts are expecting Cupertino to slash the prices of the iPhone 6 and iPhone 6 Plus, so the company will be selling even more units.
Kantar also shares similar information related to what’s happening in China. The average lifespan of a smartphone in the country is a tad shorter than in the US, of about 20 months. Nokia users will hold on to their phones for 39 months, while Xiaomi fans will change models after 12 months.