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15/02/2022
every+one, Trends, Featured

Future of smartphones: New needs for a changed world

Over the past 18 months, our reliance on smart devices has increased manifold. From delivery apps to video consultations, it seems impossible to get through the day without a smartphone or tablet

Close to one in three Singaporeans (71%) say they have become ‘a lot more’ dependent on their smart devices. At 79%, Gen Zers have become the most dependent, while 26% of Boomers feel their usage of mobile devices has not changed.

And the stakes are again high as Samsung doubles downs on foldable phones and with Apple placing greater emphasis on better security-focused devices.

Today, Singapore is largely an Android town – 54% say they are more loyal to Android devices compared to 34% who attach themselves to Apple. However, amongst GenZ consumers, Apple now leads 48% to 44% indicating that it remains very much in the mass-market race and is not just evolving into a brand for higher-income professionals.

On the surface, Singaporeans are satisfied that smart device makers are responding to changing market needs – 93% say technological upgrades of mobile devices are keeping up with lifestyle changes and four in five (80%) say he current generation of devices satisfies the bulk of their current needs.

But further probing reveals what lies ahead in terms of category R&D.  While most consumers hanker for improvements that address the main pain points today – longer-lasting headphones, super long-life batteries, and next-generation cameras, younger consumers are looking further afield.

The under 25 Gen Z generation want new devices that offer enhanced cyber security protection, the capability of switching between personal and work mode, and more sophisticated personal health monitoring.

Younger consumers today are clearly looking beyond design alone – they desire new software features that help them deal with the changing realities of the world today.

Want to know more about Singaporean consumers’ needs and priorities? Contact us at bizdesign@blackbox.com.sg for insights on complex consumer dynamics.

Author: Blackbox Research Team

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