Nothing can quite beat the excitement of getting a new smartphone and spending an evening familiarising yourself with all the new apps and features at your disposal.
However, as the years go by, devices start to show their age. Even if the handset is still functioning as well as it did when it was fresh out of the box, users are likely to be tempted by all the new technology and developments that have been added to smartphones since the start of their contract.
According to the 2016 Accenture Screenager Report, more than half of smartphone owners all over the world are ready to upgrade to a newer model.
Derived from data collected in Accenture's 2016 Digital Consumer Survey, the latest annual research report from the company aimed to investigate the attitudes and behaviours of consumers that are already using smart devices and related services.
Top trends were also highlighted in the report – and the majority of smartphone owners were found to be unhappy with their mobile service. This is despite the fact that use and ownership of the devices is increasingly widespread, with 80 per cent of consumers surveyed now owning a device. The figure is a considerable increase on the 26 per cent that was recorded in the 2012 version of the study.
In terms of the nature of smartphone dissatisfaction, it was specified that 62 per cent of respondents are concerned about the security of financial transactions made on their device. This could be a particularly prevalent fear with the rise of services such as Apple Pay and Android Pay, which connect the user's financial details with the smartphone and allow them to use it as a kind of contactless credit card.
A further 60 per cent of users are not happy with their connectivity and general network experience – and are therefore looking to switch provider, while 47 per cent are worried about the privacy and security of their data on the device.
However, the most widespread concern was related to mobile advertising, as 83 per cent of users said they are unhappy with this and believe it is interfering with their overall smartphone experience.
Many people could be looking to simply reduce their bill, as the percentage of those who want to increase their smartphone, tablet, laptop and PC spending over the course of the next year has fallen by 60 per cent since 2014. While 33 per cent of users wanted to spend more in 2014, only 13 per cent felt the same way in 2015.
Marco Vernocchi, global digital lead of Accenture's communications, media and technology operating group emphasised the fact that people still seem to want more digital services.
Although people may not be as enthusiastic about purchasing the very latest models as they were in the past, the appetite for digital services is strong. The most common smartphone activities – aside from talking and texting – were identified as watching video and playing online games, which were cited as top pastimes by 81 per cent and 69 per cent of respondents respectively.
“Mixed data on consumer satisfaction coupled with flat growth in smart devices could be seen as a threat, but forward-looking providers will see an opportunity as consumers' digital appetite has never been greater,” he said.
“The key is delivering new, high-quality, multi-device and multi-channel experiences that meet the consumer's expectations immediately. This requires smart, user-centric design that is guided by consumer insights gained through integrated analytics and supported with the connectivity, security and privacy consumers expect.”