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This report looks to understand the reasons why consumers upgrade devices and how manufacturers and retailers can turn this knowledge to their advantage.


  • The second-hand market has some negative effect on new device sales, but it can also serve as a gateway for new users into a segment. In developed markets, 8% of smartphone sales are now second-hand.
  • Ecosystems drive customer loyalty, but the retention rate of 75% of the two major ecosystems is not so high that manufacturers, operators, and retailers should not attempt to switch customers.
  • Android's fragmented ecosystem and slow uptake of new versions is a major hurdle when it comes to pushing out new features for customers as well as building enough users for developers to benefit from implementing new features.

Features and Benefits

  • Analyzes the key factors that drive upgrades and therefore what consumers are looking for when they upgrade their devices.
  • Assesses the impact of owning multiple devices on the upgrade cycle of those devices.
  • Evaluates the level of fragmentation in Android and iOS ecosystems.

Key questions answered

  • What are the key factors that drive consumers to upgrade their devices?
  • How does owning multiple devices affect the upgrade cycle?
  • Is Android fragmentation still a problem and what can Google do about it?

Table of contents


  • Introduction
  • Consumer Tech Lifecycle: Device Replacements and OS Updates

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