Strategy Analytics: Smartphone Size Preference Remains Stable at 5.0 to 5.3 Inches

by Paul Brown, Diane O'Neill | Mar 20, 2017

Trend for Larger Display While Maintaining Existing Device Dimensions


Boston, MA – March 20, 2017 – In the first half of 2016, US and UK smartphone users were most likely to be interested in purchasing a device with a 5.3” or 5.0” display. Findings in a new report from the User Experience Strategies (UXS) service at Strategy Analytics ( also found that males showed a preference for larger devices than females, while Android owners still preferred larger devices than Apple owners. As in 2015, current smartphone owners are also more likely to prefer a thicker prototype with a longer battery life over a thinner phone.

           Smartphone size preference remained stable in the first half of 2016, within the range of 5.0” to 5.3”. However, this was slightly smaller than in 1H 2015, as the 5.3” smartphone was previously most preferred. As in 2015, almost half of respondents in this study also expressed interest in a smartphone with a display size only slightly larger than their current phone. This, in addition to previous research conducted by Strategy Analytics which found that respondents with a larger display are more satisfied with their display size than those with a smaller display, suggests the trend for a consumer’s next smartphone to have overall dimensions (including casing) that are similar in size to their existing device, but maximizes display size.

Click here for the report:

Paul Brown, Director of UX Projects and report author commented, “As consumers continue to want a large display, but with an overall device footprint in line with their current device’s size, OEMs will need to find ways to maximize the display to casing ratio.”

Continued Brown, “We expect to see more devices with frameless or ultra-thin bezels in 2017. This in itself will bring UX challenges relating to holding the device and not accidentally activating the touchscreen on the edge; as well as challenges for case manufacturers.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise


About User Experience Strategies (UXS)

Analyzing UX innovation opportunities in wireless, smart home, and other emerging technologies, UXS forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests across multiple consumer verticals, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences through both syndicated and proprietary research capabilities. With our extensive expertise in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodologies allow strategic user-centric analysis on the potential for new technologies. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.


Press Contacts

US Contact: Paul Brown, +1 617 614 0723,

European Contact: Diane O'Neill, +44(0) 1908 423 669,

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