Danes are holding on to their mobile phones longer than ever before – new data reveals the functions we cannot do without and what makes us switch.
Denmark is one of the most digitized countries in Europe, and we are far ahead in development when it comes to the use of new digital services and technologies.
According to figures from Statistics Denmark in five years we have doubled the data traffic in Denmark, and our digital skills are far above the average in Europe, where we have been awarded third place in the EU Commission’s annual Digital Economy & Society index.
For the same reason, we place high demands on our technology in everyday life, as the mobile phone has become our indispensable digital assistant.
Precisely this has led the tech company OnePlus to investigate what requirements Danes have for their mobile. And one trend in particular stands out.
Every other Dane is waiting to replace their mobile phone
In the survey conducted by OnePoll on behalf of OnePlus, it appears that Danes generally hold on to their mobile phones for longer than before. Today, every second Dane (47%) has their phone for up to four years before replacing it in favor of a newer or refurbished model. In comparison, 10 years ago only 19% of Danes had their mobile phones for more than three years, according to a study by MEGAPHONE.
In addition to keeping the phone longer, the numbers from OnePlus show a crystal clear trend in Danes’ demands for their mobiles: Danes want a long battery life, high-resolution camera, fast performance and a large screen. And we want high functionality rather than trend-based devices.
This is good news for the green transition. But why do we change it, and what do we look for in a new one?
The 5 most important mobile functions
- Battery life
- High resolution camera
- Device performance
- Connection
- Latest new screen
The 3 main reasons why Danes choose to switch mobile phones:
- Impaired battery life
- Obsolete model
- Physical damage
Source: OnePoll
*Data is based on a survey conducted by OnePoll on behalf of OnePlus.
According to tech expert and country manager for OnePlus in Denmark, Thor Gøtz, these parameters are an expression of the fact that everyday technology has become a top priority for the Danes:
“For many Danes, the decision to switch to a new one is primarily about getting a mobile that can meet their daily needs. Our data therefore show a clear trend among the Danes. The battery life plays the main role as the most important function – and at the same time the biggest source of frustration, especially for the younger generation,” says Thor Gøtz, and continues:
“The requirements for a powerful battery are therefore clearly outlined in the market, and part of the explanation here is of course that we use mobile phones for far more than just 10 years ago. That is why we at OnePlus have for many years focused on optimizing the battery to meet demand, which we have succeeded in doing well. We are today the industry leader in fast charging and battery life, and our mobiles have some of the largest batteries on the market that last more than a whole day – even with intensive use.”
Battery life is the biggest frustration among Danes
According to the survey, half of Danes change their mobile phone when the battery no longer lasts the whole day. People in the 25-54 age group are the most likely group of Danes to upgrade their mobile phone when the battery dies, while the very young aged 18-24 are more likely to replace the mobile phone if it suffers physical damage. For the 55+ year olds, it is primarily the feeling that the mobile phone has become obsolete that triggers a purchase of a new mobile phone.
The trend is clear: Functionality and sustainability are paramount
Danes’ mobile phone habits are changing. More and more people are holding on to their phones longer, upgrading only when they encounter specific issues like bad battery, physical damage, or a feeling that the device has become outdated. At the same time, sustainability plays an increasingly important role in the purchase decision. Functionality and long-term durability are valued more than keeping up with the latest technological trends.
Tech expert: “Demand for functionality rather than trends has exploded”
In addition to battery life and screen functionality, mobile phone performance and camera also play an important role in the decision to upgrade. 49% of Danes demand a mobile that has both a sharp camera to capture life’s moments and a high performance, so that they get rid of slow mobiles and delays in their daily use.
“Our goal is to deliver mobiles that are not only innovative and technologically advanced, but also developed to last and perform optimally in all conditions. We experience a high demand for mobile phones that not only follow the latest trends, but which really meet the daily functional requirements and ensure a good user experience over time. And here it is especially a large battery with a long life that tops the list for the Danes,” says Thor Gøtz.
To OnePlus
OnePlus is a global technology company that challenges the way we think about and use technology. With the motto “Never Settle”, OnePlus develops premium products that combine high-performance hardware with modern design. OnePlus strives to create long-lasting relationships with its users and continues to strengthen the community through innovative solutions.
Source: it-kanalen.dk
