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User Experience Strategies

Foldable Phones: The Desire is There When the Cost Comes Down



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Report Summary:

In October 2019, Strategy Analytics undertook a hands-on interview with 106 consumers to investigate interest in foldable phones and potential use cases to see if this new form factor has a future for smartphones. 55 consumers in the US and 51 in the UK were surveyed.

Both before and after handling a foldable smartphone, consumers expressed strong interest in owning one. After experiencing a foldable phone, the percentage of participants who had a strong interest in the form factor more than doubled in each region.
However, their willingness to pay a substantial amount more than their current phones simply does not exist yet. Therefore, in order for the foldable form factor to become more widely adopted and utilized as the potential future of the smartphone, the cost needs to come down significantly.

Table of Contents

Executive Summary  3
Core Findings  5
Concluding Insights 16
Analyst Contact 18

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