There is a dynamic to which smartphone manufacturers are looking very carefully: this is the period between the purchase of a new phone and its replacement with a new model . Technological evolution and the maturation of a market naturally prune this dynamic to lengthen, with a period of time that passes between the purchase of a smartphone and the next that tends to increase.

In 2015 the average, among European nations, saw an average turnover rate of 25 months : a little more than 2 years, therefore, passed on average between the purchase of a smartphone and that of the next. In fact, a temporal trend that well follows the rule of not buying the first update of your smartphone which is typically presented after 12 months waiting for the next one for a more substantial technological leap forward.

Various dynamics, however, contributed to lengthen this time period : technological maturation, less and less relevant innovations introduced with the new versions released on an annual basis and the maturity of the 4G standard. These dynamics, together with the effects of the global pandemic, have led to an lengthening up to 40 months in the replacement period of your smartphone. Almost 3 half years, therefore, as indicated by Strategy Analytics in its most recent analysis.

However, European consumers are expected to have a real return to purchases starting from 2021, with a drop in this time indicator to 39 months as an average and its progressive reduction up to 33 months by 2025 . The many innovations in the sector, the gradual exit from the pandemic phase and the innovations introduced with 5G technology will perhaps be able to push consumers to update their smartphones more frequently than in recent years,