Who’s on the lookout for a new phone?

YouGov
September 23, 2020, 12:40 PM UTC

One in six Brits, according to YouGov Profiles

While the advantages of a phone you can carry around with you are less obvious when you’re locked indoors all day, many Britons are nevertheless on the lookout for a new mobile.

Data from YouGov Profiles reveals that 16% of Britons are looking to buy a new mobile phone in the next 12 months.

Almost all of this group (94%) are smartphone owners, but 4% are feature phone owners, perhaps about to make the exciting jump up to the smartphone world for the first time.

Men are more likely to be hunting for a new handset than women, at 59% to 41%.

Apple and Samsung are equally well-represented among those looking for an upgrade, with 33% apiece being owners of the brands’ phones.

Those looking for an upgrade tend to get more out of their mobiles and are likelier than the average Brit to use their phone for every activity we could list, especially: browsing the web (62% vs 49%), online shopping (53% vs 40%) and visiting social networks (50% vs 37%).

But what do these potential customers value most in a phone? Top of the list is battery life, at 72% compared to 60% among regular Brits, followed by value for money (64%) and camera quality (60%).

Learn more about YouGov Profiles here