Buying a mobile phone: Everyone preaches more sustainability – but almost nobody wants to limit themselves

publishedDecember 7, 2022 at 4:39 p.m

mobile phone purchase: Everyone preaches more sustainability – but almost nobody wants to limit themselves

Many Swiss people state that they intend to keep their mobile phones for four or more years. However, this only works in very few cases, as a Comparis study shows.

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As a new representative market survey by Comparis shows, sustainability remains more of an intention than a deed when it comes to smartphone purchases in Switzerland, despite good intentions.

20min/Anna Bila

39 percent of all mobile phone users now want to keep their device for four years or more.

20min/Celia Nogler

However, very few people stick to this plan: only eleven percent of all smartphone users have effectively had their device for four or more years.

20min/Taddeo Cerletti

That’s what it’s about

• In Switzerland, sustainability when buying a mobile phone is more a matter of intention than action.

• 39 percent of respondents say they want to keep their device for four or more years.

• But almost half plan to buy a new smartphone in the coming year.

• French and iPhone users are particularly enthusiastic about buying.

As a new representative market survey by Comparis shows, sustainability remains more of an intention than a deed when it comes to smartphone purchases in Switzerland, despite good intentions.

Every year, more respondents say they want to keep their device for a long time. 39 percent now want to use their smartphone for four years or more. One reason for this is the increased prices for top smartphones. However, this project is more like intention than reality. The reason: On average, respondents from all regions only use their mobile phones for a little over two years.

45 percent of all respondents want a new cell phone

Only eleven percent of all smartphone users have effectively owned their device for four or more years. Another 15 percent of those surveyed use their smartphone for three to four years.

In the coming year, 45 percent of all respondents want to buy a new smartphone again. In comparison: in 2019 it was still 57.1 percent. Nevertheless, a significant proportion of those surveyed will not achieve the desired holding period of four or more years.

Romands and iPhone users are particularly fond of shopping

In the next twelve months, significantly more iPhone users than Android users want to buy a new device. In addition, younger Swiss people are significantly more willing to buy than those over 55, with an approval rate of 48 percent.

In addition, the willingness to buy in French-speaking Switzerland is significantly higher than in German-speaking Switzerland or Ticino. While 48 percent of those surveyed in western Switzerland want to buy a new smartphone in the coming year, the figure is 44 percent in German-speaking Switzerland and only 36 percent in Ticino.

Despite inflation, the willingness to pay is higher than ever

Despite general inflation, the willingness to pay for a new smartphone in 2022 is higher than ever. On average, those surveyed want to spend CHF 555 on their next mobile phone. In 2019 it was more than 100 francs less.

«Inflation in Switzerland has so far developed very moderately compared to other countries. Therefore, consumers can still afford a lot. At the same time, the prices of Android’s flagship devices have converged on those of Apple. And the scope of performance of the new devices is constantly increasing. That arouses desires», says a Comparis expert.

The representative survey was carried out by the market research institute Innofact on behalf of Comparis.ch in October 2022 among 2100 people in all regions of Switzerland.

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