The smartphone approaches a perfect peak

UK smartphone penetration since 2012

Question. Which, if any, of the following devices do you own or have ready access to?

Note: Growth rate is calculated as year-on-year growth. Weighted base (2012/2013/2014/2015/2016): All respondents (2,060/4,020/4,000/4,000/4,003) Source: UK edition, Deloitte Global Mobile Consumer Survey, May–Jun 2012, May 2013, May 2014, May–Jun 2015, May–Jun 2016.

While smartphone penetration is plateauing, the replacement market remains healthy – albeit a little less vibrant than in prior years. Tens of millions of smartphones are likely to be acquired over the next year, but sales revenues and unit volumes in the UK may decline in 2016 relative to 2015. A key challenge for smartphone vendors is that while the pace of innovation from a suppliers’ perspective may remain as fervent as ever, the changes may be less perceptible to, or valued by, consumers.

The approach of peak smartphone ownership needs to be put into perspective. It will plateau at a level which positions it as the most successful consumer electronics device of all time. Globally, about 1.5 billion smartphones are likely to ship in 2016,¹ a volume greater than the aggregate of all PCs, tablets, televisions and games consoles.

1.) Worldwide Smartphone Growth Forecast to Slow to 3.1% in 2016 as Focus Shifts to Device Lifecycles, According to IDC, IDC, 1 June 2016: http://www.idc.com/getdoc.jsp?containerId=prUS41425416