Insight 1

• Mobile phones are essential to our lives - 2/3 of respondents keep their phones with them at all times and nearly everyone takes it with them whenever they leave the house. 

How much do you rely on your mobile phone on a daily basis? 

• Without their mobile phone, 82% of respondents said carrying out their daily activities would be difficult to impossible.

How difficult would you find carrying out your regular activities if you didn't have your mobile phone available?

• If the phone became inoperable, 42% would replace their phone within 24 hours, while another 35% would replace their phone in a few days.

If phone became inoperable, what would you do?

Gore commissioned a leading market research firm to conduct a survey of 5400 consumers in four countries (China, India, US and Korea) focused on smartphone ownership/usage patterns and attitudes about smartphone water resistance. An advanced statistical approach (adaptive choice based conjoint) was used to isolate and quantify the impact of 14 product features including brand, price and water resistance on the smartphone purchase decision. The survey was fielded in July/August 2019. Learn More