Recent annual global smartphone consumer research by Counterpoint Research shows that, faced with widespread price increases in the mobile phone market, over 70% of potential buyers will adjust their plans—either delaying their upgrade or switching to a different brand.
Data shows that among consumers planning to buy a phone within the next six months, 63% have noticed the rise in smartphone prices.
Chinese consumers have the highest awareness of smartphone price increases, at 81%, followed by Germany (70%), India (66%), and the United States and the United Kingdom (both at 50%).
The report indicates that by the end of 2026, the average price of smartphones sold globally is expected to rise by 20%, with newly released models seeing year-on-year price increases of up to 30%. As a result, consumers tend to delay upgrades and prefer buying during major promotional events.
However, ordinary consumers are unwilling to pay hundreds or even thousands more for minor upgrades, Only 44% of consumers are willing to increase their budget for their desired model, 37% will postpone their purchase, and 35% will look for alternative models within their budget.
The market has already reflected this trend, with rising prices leading to declining sales volumes. While phone prices are going up, overall shipments are dropping. Many manufacturers aim to boost profits by raising per-unit prices, but they overlook the fact that many price-sensitive consumers are simply abandoning their purchase plans.
For smartphone manufacturers, the current situation is quite awkward. Upstream component costs remain high, making price cuts difficult. However, continued price hikes will keep driving away ordinary consumers. To boost sales in the future, companies cannot rely solely on stacking hardware and raising prices; they must offer substantial upgrades that truly appeal to users.
Ordinary consumers are becoming increasingly rational, no longer blindly chasing the latest models. Mobile phones have transitioned from fast-moving consumer goods to durable household appliances. Whether prices rise or not, the final purchasing decision rests with the users.