Exclusive: Over 30% Indians switch smartphones due to damaged screens, says a study by Corning
The study shows that 93% smartphone users consider drop and scratch as important parameters. Customers consider durability as the number two parameter for buying a new smartphone behind brand and model.
Smartphones are one of the most important parts of our digital lives. Owing to the exponential technological advancements in the past couple of years, smartphones have not only assumed the role of being gateways to communication but they have also acquired the roles of DSLR and even personal computers to some extent. Needless to say that they hold a significant place in our day-to-day lives. Now, a new study by Corning, the company that is known for making strengthened Gorilla Glass that you see in your smartphones, has shown just how much Indians care about the screens of their smartphones.
The study, which involved over 1,000 participants, listed three major reasons as to why Indian smartphone users change their smartphones. While 42% Indian switch phones owing to a damage to their smartphones, 41% switch owing to the availability of a newer model and 31% smartphone users switch their smartphones owing to damage to their smartphone screens.
While this figure may not seem significant, but coupled with other findings of the study, they show just how much Indian smartphone users value the displays of their smartphones. The study shows that 93% smartphone users consider drop and scratch as important parameters. Customers consider durability as number the two parameter for buying a new smartphone behind brand and model. The third most important parameter that they consider while buying a new smartphone is screen size and battery. Furthermore, the study shows that nearly one in five smartphone users have a negative perception of a smartphone manufacturer if their device scratches.
Scratches are a big turn off for users. Interestingly, more than 30% of scratches are caused by drop events. While 19% of these drop events happen while walking, in 16% cases phones fall off a table or a desk. On the other hand, in 15% drop events, the phone drops off a user's purse or pocket, while only 14% drops happen during a workout.
Statistics aside, smartphone users do have specific concerns as to what could damage their smartphones. The list includes factors such as dropping the phone, damage due to water, damage while keeping the phone in a pocket and damage from scratching the phone with another object. What irks the users the most is screen scratching. While a whopping 56% smartphone users ranked screen scratching or cracking as the thing that frustrates them the most, only 44% users ranked other reasons such as poor battery-life due to high brightness levels or sunlight readability as the factors that irk them the most.
ALSO READ: Corning unveils Gorilla Glass Victus, its toughest glass for mobile consumer electronics
Now, using a screen protector seems like an obvious (and simple) solution for protecting smartphones from scratches and cracks. But smartphone users have their own arguments against using them. While 43% respondents said that they don't have a screen protector because they believe that a case protects against damages just fine, 42% people trust the durability of their phone screen without the protector. Additionally, 40% respondents said that the screen protector makes using the touchscreen difficult, while 31% respondents said that the screen protector makes the screen look unappealing and 27% respondents said that they don't trust the screen protector to protect their screens properly.
Notably, in the study that involved over 1,000 respondents, Corning Gorilla Glass found out that on an average, Indians spent nearly ₹22,960 on their last smartphones. They also found out that 3/4 consumers consider Corning Gorilla Glass extremely important and nearly 84% smartphone users are willing to pay a premium for it.
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