39% of adults now own a smartphone, and this number is expected to continuously grow at an exponential rate. In the space of just a few years we have become a smartphone generation, with 1.4 billion smartphones sold since the original iPhone release in 2007. However, the smartphone's biggest competitor is still the feature phone: for every smartphone bought, two feature phones are sold.
Feature phones are currently experiencing a small decline in sales, and yet are still exceeding the demand for smartphones. This is surprising, especially with the prices of smartphones drastically dropping, meaning the market for high end phones has considerably widened. So who is still buying feature phones?
One thought that instantly comes to mind is the older, digital immigrant generation, who stepped back to let the smartphone band wagon pass. But with increasingly simple and easy to use features, there is no need for anyone to shy away from the new technology. Feature phones could simply be the more desirable option for some, as they hold multiple advantages over smartphones. These advantages include being durable, disposable, cheaper and having a longer battery life. Most importantly though, feature phones serve the primary purpose of a mobile phone, and these basic functions of phone calls, texting and email is sufficient for a lot of consumers.
The feature phone is evidently a device that is still in high demand today, although the real question is for how much longer?