Some consumers have abandoned their smartphones

Perhaps those who burned out on digital connectivity have seen an increase in the percentage of consumers owning smartphones since the initial outbreak of Covid-19 Actually has declined in recent years.

By the numbers

“How connected devices enable multitasking among digital-first consumersPYMNTS Intelligence’s “How We Will Pay​” series drew on a survey of more than 4,600 U.S. consumers conducted last summer to understand how digital-first consumers use connected devices every day.

The results showed that while the number of people using multiple connected devices is increasing, the number of smartphones has decreased slightly. While 90% of consumers owned such a device in 2020, by 2023 this share had dropped to 85%.

Data in context

Many people are increasingly concerned about the amount of time they spend on their devices. Switching to a dumb phone can help them break the habit of constant screen time and reduce digital distractions. Some people are attracted by the simplicity and ease of use stupid calls. They can appreciate simple functionality without complicated apps, notifications, and constant updates.

Additionally, there is some evidence to suggest that limiting smartphone use can improve mental health by reducing stress, anxiety, and the constant pressure to stay connected and up-to-date on social media and other online platforms.

Indeed, it seems, at least since data from 2022that the low-tech trend is gaining popularity dynamics in the U.S. Gen Z digital consumers want to step back in time for a low-stimulation moment that older consumers would consider nostalgic.

For example, Nokia was reported to be selling tens of thousands of phones per month in 2022, and the US saw an increase in sales of flip phones with many functions like a smartphone – from the same year.

Just last month, Heineken announced its partnership with streetwear marketplace Bodega Boring phone call, a flip phone without an Internet connection. In June, the brand will release an application that will “bore smartphones.”