Smartphones have become an extension of humans, and choosing the right one can be a daunting task. The options are seemingly endless, from size to performance and camera. South Africans are also spoilt for choice regarding brand availability, from Apple down to Samsung, Huawei, Honor, Oppo, Xiaomi, and Realme – to name a few Android competitors.
A recent study on Stuff has shed light on a surprising trend: South Africans prioritise battery life above all else when considering a new smartphone.
Can it go all day?
The survey asked respondents, “Which aspect is your biggest must-have when choosing a new smartphone?” and revealed that a whopping 33.06% of participants singled out battery life as their top priority. This statistic is particularly intriguing, surpassing other significant factors like price, performance, and camera specifications.
Why the emphasis on battery life? Our lives are increasingly intertwined with our smartphones, serving as digital companions for communication, work, and entertainment.
The need for a reliable and long-lasting battery becomes crucial in a society where load shedding and on-the-go lifestyles are common. Many South Africans spend their days on the road, or out-of-the-house for most of the day. Having a charged smartphone is essential, too, as they’ve become our GPS units and means of contact and give us access to transport via Uber and other ridesharing apps.
There is also something to be said here about safety, and having access to a charged phone will offer a person more peace of mind, than a phone with a dead battery.
Other prominent smartphone factors
With 15.86% of respondents considering it a must-have, price takes a backseat to the battery life priority, suggesting that consumers are willing to pay a premium for a device that keeps them connected throughout the day.
Price is still important, though. It’s obvious, as South Africans are increasingly under economic pressure.
Performance, camera specifications, and brand loyalty appear further down in the pecking order, emphasising the South African’s desire for a well-rounded device. The study found that 11.02%, 9.18%, and 8.18% of participants, respectively, prioritise these features when selecting a new smartphone.
The operating system, design and feel, size and weight, display, and contract availability round out the list, with percentages ranging from 7.35% to a mere 1%.
This data highlights that while these factors still hold some weight in the decision-making process, they are overshadowed by the critical need for a reliable battery.
One thing on their minds
It’s clear that functionality and practicality take precedence over other smartphone features. While aesthetics and brand loyalty still play a role, consumers are leaning towards devices that enhance their daily lives, with a particular emphasis on long-lasting battery performance.
In a country where power interruptions are a reality, and the pace of life is fast, the smartphone is more than just a device; it’s a lifeline. As manufacturers continue to innovate, understanding these priorities will be crucial in meeting the demands of the South African market, where a reliable battery is the key factor in making that purchase decision.
