Thread by @SBI_Media

Smartphone Usage in the Age of COVID-19 (Research Report)

Smartphones, being one of the greatest inventions of humanity in the last century, became an inherent part of human life.

The smartphone combines different sophisticated features, it allows users to keep pictures, memories, personal info, correspondence, health and financial data in one place.

In the midst of the Coronavirus pandemic, the smartphone has kept many people and businesses running with fewer hitches.

Today, more than three billion people worldwide use smartphones, with 25 to 40 million people currently estimated smartphone users in Nigeria (according to Statista), and this number is forecast to further grow in the next few years.

At SBI Media Research unit, our smartphone users' survey for the first half of the year came up with insightful and instructive findings. On the top line, the study shows that the top four preferred smartphone brands used in Nigeria are TECNO, Samsung, Infinix and iPhone.

While some of the models and brands are mid and high-end in price points, respondents are willing to pay more for durability and quality.

Therefore, creating a select range of mid to high-end phones that is distinct to sophisticated customers is a win-win situation for a smartphone brand.

Also, about 44.4% of users switched their brand of choice, it means they are willing and ready to change if a brand meets their needs

Technological advances, low storage, poor battery life, slow processor speed, and poor camera quality in that order are reasons behind consumer change in smartphone brands.

Brands must, therefore, ensure they bring to the market, devices that take care of these concerns while leveraging marketing communication tools to connect with the customer to drive targeted awareness, engagement and conversion.

However, pricing is also a sensitive part of smartphone usage, adoption and marketing. Many respondents disclosed that they received pay cuts, few lost their jobs while many witnessed a major slow down in their businesses. To this end, most customers want affordable smartphone.

Brands should develop devices that fit the income bracket of customers and throw in sweeteners through co-branding promotional campaigns, rewards and giveaways to drive sales by motivating customers with sweepstakes, personalized gifts and data

However, the majority of the customers are willing to pay more for a quality device. Market penetration, visibility and accessibility are also key because research shows that there are specific places users buy their smartphones especially in traditional stores and online stores.

Brands need to start taking these sales channels more seriously by using COVID-19 compliant but innovative experiential, OOH formats and creative digital campaigns to drive engagement and sales.

Major touchpoints for users are social media, Internet (search and video platforms), TV and Radio, therefore creating campaigns to reach the right audiences on these platforms would also drive awareness and sales.

As the pandemic continues to hamper the usual lifestyles of customers, smartphone brands in Nigeria need to think ahead, develop and creatively mesh marketing communication tools and platforms in order to gain top minds.

As the new normal continues to become normal, it is important to integrate your brand into the lives of customers not just to have a larger share of the market but to become a part of their lives because the smartphone is here to stay but not COVID-19.

To learn more about the SBI Media Smartphone Research or how we can design research to answer your media and marketing needs, send us a mail: [e-mail]

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