Wonder

Research Outline

Prepared for Emily S. | Delivered October 1, 2019

Phone Replacement Frequency

Goals

Determine the frequency of purchasing or upgrading phones for people over the age of 50. The information will be used to identify the target audience of a mobile campaign of Samsung.

Early Findings

PHONE REPLACEMENT FREQUENCY INSIGHTS
Majority of the people over the age of 50 belong to the Baby Boomer generation.
Based on a research from Strategy Analytics, Baby Boomers are now becoming more inclined to postpone their smartphone purchase for three years or more.
In general, the typical Apple smartphone is estimated to be active for around 18 months.
Meanwhile, the typical Samsung phone is estimated to be active for 16.5 months.
 Caucasians in general wanted to stay with their current phones for more than three years.
Based on an assessment from a Strategy Analytics executive, people are now more inclined to stick with their current phones due to the decreasing innovative features of newer phones.
Furthermore, the upgraded attributes in newer phones were seen as lesser in value.
Only one in three US buyers find innovative features as important considerations.
There is also a perception that the golden age of annual phone upgrades is long gone.
Based on another survey, around 70% have signified their desire to purchase the same phone.
The Samsung brand is seen to be strongly preferred by Gen Xers, while Gen Zs go for Apple phones.
Based on available data, more senior US citizens are increasiingly becoming glued to their screens compared to the younger generations.
Based on a study of baby boomer phone preferences, the generation opts for simplicity in their devices.
Baby boomers prefer to use the iPhone and Apple products in general due to the pervading notion in the US that the brand is meant for older people.
Apple used to be considered as "cool" by the younger generations but its appeal has since fizzled once the older generation opted for the brand.
Samsung is now the "cool" phone of choice for the younger generation.
The "social status messaging" of Apple also got modified as more older people opt for the brand due to its "ease of use."

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