Insight 3

• Consumers expect their next phone to survive common incidents. 52% dropped to the ground, 42% splashed in rainstorm, 32% dropped in toilet or sink.

In which of the following situations do you expect your next phone to survive and still work?

• Consumers that experienced a phone water incident in the past year have significantly higher expectations for water resistance for accidents in their next phone. All consumers have high expectations for protection against rain.

Consumer Expectations of Phone Durability

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