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Most People Now Looking to Buy 5G Phones, Kantar Report Suggests

Over two-third of consumers in main markets planning to buy a brand new smartphone within the subsequent six months choose getting a 5G mannequin, in keeping with a report launched by consulting agency Kantar. China led the markets the place as a lot as 91 p.c of consumers confirmed curiosity in buying a 5G telephone. However, the pattern of shopping for 5G telephones can also be zooming in on the US. Kantar’s report additionally highlighted rising curiosity amongst prospects in markets together with the US and Europe for buying smartphones from a bodily retailer.

Kantar famous that 74 p.c of consumers within the US confirmed curiosity in shopping for a 5G telephone. The proportion is certainly decrease than the client base seeking to personal fashions primarily based on the next-generation community know-how in China. However, the agency stated that 5G functionality as a purchase order cause remained almost flat within the Chinese market year-on-year, with one in 5 patrons citing the characteristic as a shopping for driver.

“Of the top 10 models sold in China, 70 percent are 5G enabled,” stated Kantar Consumer Insights Director Jennifer Chan. “In Japan, this is 60 percent; it’s 50 percent in both the US and Australia, and 40 percent across the EU5 (Great Britain, Germany, France, Italy, and Spain).”

On the gross sales entrance, Kantar discovered that the share of Samsung gross sales grew by 4 proportion factors in Australia and the US, taking up 30 p.c of complete gross sales within the second quarter of 2021. Samsung’s gross sales have been, nonetheless, nonetheless behind these of the iPhone.

In the US and China, iOS share was discovered to have grown two proportion factors every year-over-year. This was, nonetheless, not the pattern in Japan the place Android gross sales grew 5 proportion factors pushed by sturdy efficiency from Sharp and Oppo.

Smartphone OS gross sales share within the US, China, and main European markets
Photo Credit: Kantar


Kantar additionally discovered that within the US in addition to in Britain, France, Italy, and Spain, channel shares for in-store gross sales elevated by not less than 10 proportion factors year-on-year within the second quarter. This means that extra individuals most well-liked to buy telephones via bodily shops over on-line.

“In-store sales shares are also up this quarter compared to Q1 2021 in Great Britain (+13 percentage points), US (+7 percentage points), Germany (+4 percentage points), and Spain (+3 percentage points),” Chan stated.

The rollout of COVID-19 vaccinations alongside companies opening up and decreasing restrictions are thought-about among the many key causes for the expansion of in-store purchases of smartphones.

Kantar additionally talked about in its report that smartphone house owners within the US who self-purchased their telephone from a bodily retailer have been extra more likely to conform to the assertion saying, “I keep my smartphone for as long as I can.” It was 80 p.c over 77 p.c on-line patrons. The similar sample has been observed in Australia, Japan, and main European markets, the report stated.

It has additionally been specified that in-store smartphone patrons within the US, Australia, and Japan have been extra more likely to agree that they like shopping for manufacturers that they’re accustomed to. Customers in these markets together with the important thing European ones have been additionally extra more likely to agree with the assertion that in the event that they have been going to have the ability to use a brand new know-how product, someone needed to present them easy methods to use it.

Kantar has notably not supplied any particulars in regards to the pattern measurement it took for creating this report.

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