To assist with a pitch for launching a new high end smartphone, understand what makes consumers purchase high end phones ($750+) and what features they look for in a camera.
According to a 2019 article in Wired, several of the common reasons people give for purchasing a high end, pricey phone are using it as a computer, needing it for work, cost per use is reasonable, knowing it has better components and being willing to pay for that, wanting to be able to use apps/tech that is coming in the future, wanting the best, and having the money.
A 2018 survey of about 2,000 smartphone users found the most important features in a smartphone were battery power, ease of use, memory, durability, and camera quality. AR/VR tools, parental control, facial recognition, digital wellness, and fitness tracking were the least important. This was not specific to high end phone users.
A 2019 survey of about 1,300 U.S. smartphone users asked how much they were willing to spend on a smartphone. Thirty percent were willing spend less than $300 on a phone; 26% said between $300 and $500; 25% said between $501 and $750; 16% said between $751 and $1,000; and 3% said over $1,000.
Although not specific to high end phones, there are several psychological reasons why people buy luxury items. These include focusing on the positive features and ignoring the negative, low self-esteem, and a quest for authenticity. Often consumers purchase these products because of a need to show off or to gain acceptance.
Instant focus was ranked the most important feature on smartphone cameras, while HDR was the second most important. However, 18-24 year-olds ranked dual cameras as the most important feature.
Better cameras are one of the few features that can still entice consumers to upgrade their phones, as, in general, people are keeping their phones longer.
Only the project owner can select the next research path.