Report for mobile phone case consumption trends and insight 2023
Report for mobile phone case consumption trends and insight 2023
The global smartphone penetration was up to 68% in 2022, and accessories such as mobile phone cases have also steadily improved with the high popularity of smartphones. Looking back on the past, with the rapid upgrade from feature phones to smartphones, what happened to the seemingly simple phone case products? Looking at the current situation, smartphones have been prevalent in people's lives, changing users' life scenarios. How do mobile phone cases adapt to these scenarios and develop different functions and features? What expectations do consumers have for the design and functions of phone cases in the future? Ipsos teamed up with TORRAS, an innovator in the mobile phone case industry, and WGSN, an expert in trend forecasting, to gain in-depth insights into the current usage scenarios, development history and current situation, and possible future development trends of mobile phone cases.
<< Download the report at the end >>PART 1
Lifestyle changes
Consumers around the world are consciously pursuing a healthy, balanced, and quality life. In the post-epidemic era, consumers care more about a healthy life; while at the same time, they are gradually back to work and become more focusing as the economy recovers and the labor forces increase. Consumers also manage to achieve work-life balance after busy work, and tend to lead a natural, real, comfortable life.
Digital life is increasingly penetrating, and the number of digital nomads is further growing. Digital entertainment further popularizes, with online working being not limited by any geographic location; consumers are eager to build seamless connections between work & life, online & offline. The world is moving towards the entire digital era, and the number of digital nomads is further growing.
PART 2
Smartphone usage scenarios facilitate the functional development of phone cases
"No mobile phone, no life" – The usage scenarios of smartphones penetrate all aspects of life. Smartphones are highly penetrating all aspects of life and work worldwide, which diversifies the usage scenarios.
Currently, daily leisure and entertainment (listening to music, watching videos, playing games, etc.) and mobile social networking (taking photos with family and friends, sharing videos, video calls, etc.) are still the most mainstream scenes in the world. In the future, with the rise of digital nomads and the highly integrated life and work, it is expected that smartphones will be used more frequently during outdoor activities, sports, driving and online working.
Western countries have more social interaction scenes, and they tend to take photos or videos or make video calls with family and friends, while Eastern countries (China and Japan) tend to be "quiet and reserved" and prefer to watch long videos to pass the time.
In Western countries, daily travel/commuting is now dominated by self-driving, so mobile phone assistance scenarios while driving are more common, while in China, as a result of the emerging new energy vehicle industry, driving scenarios will undoubtedly become increasingly important.
The differences in usage scenarios and hand-holding movements have promoted the development of phone case functions.
In this important life, entertainment, socializing, driving, and working scenarios, different actions are taken when using smartphones, resulting in differentiated needs for mobile phone cases. When using phones to watch short videos or play games, people hold them in one hand or both hands more often, which requires anti-slip and anti-drop functions. When occasions of watching long videos, daily socializing, and work video calls/meetings on mobile phones, a phone case with a kickstand that helps to free people's hands is necessary. When driving, they may use the navigation system or make a phone call which needs free hands, so there are also further requirements for the mobile phone case to have a magnetic back and wireless charging functions.This has led to detailed demands for the features or functions of mobile phone cases such as anti-slip/drop protection, screen protection, kickstand, enhanced wireless charging, magnetic suction, etc.
<<< Download the report at the end >>>
PART 3
Mobile phone case development history and current market dynamics
The development of phone case products and smartphones take place simultaneously. While smartphones are transitioning from feature phones, mobile phone case products are also being constantly upgraded, from basic protection in the 1.0 era, to improvements in appearance and materials in the 2.0 era, to comprehensive functional evolution in the 3.0 era. Phone cases have also gradually become a "rigid need" for users.
Entering the 3.0 era, consumers' demands for mobile phone cases have become more diverse and comprehensive, which has led to their development towards multi-functional integration.
In the continuous innovation stage of phone case products: resulting from the changes in the mobile ecosystem, consumers have developed new digital lifestyles or habits. Leading companies/brands of phone cases, therefore, have further innovated and developed the functions or features of their products to meet the demands of new scenarios:
- Higher standards for protection functions, and more advanced technology;
- Besides the fashionable appearance/personalized style, the concept of the design is "returning to nature", under which the similar touch/color of phone cases to the phone and the minimalist style set off a new trend;
- With the popularity of long video apps, the rise of short videos, the coming era of live streaming dividends and the requirement for office workers to have "three heads and six arms" (multiple devices are interconnected and shared), the mobile phone case with kickstand is born;
- With the launch of MagSafe (magnetic charging) for iPhone 12, coupled with people's common/frequent need for driving, there are demands for in-car magnetic charging, which has given rise to magnetic phone cases.
Looking forward to the future in the post-3.0 era: consumers' demands will be further integrated, and all-in-on phone cases will become a trend.
<<< Download the report at the end >>>
Leading companies/brands have launched globally innovative products in the 3.0 era to further differentiate their brands:
Functions: TORRAS has excellently embedded the kickstand into the phone case, fulfilling all-in-one functional demands, which is known as the "Expert in kickstand phone cases". OtterBox has established a leading advantage in "dorp protection". Popsockets takes advantage of fashion style in airbag ring accessories in the back.
Appearance design：CASETiFY, with its rich design styles and diverse co-branding, leads the "trendy and personalized design" while PITAKA dominates in minimalist appearance.
These brands with different advantages and styles are also favored by different types of consumers.
PART 4
Mobile phone case development trends
By the 3.0 era, current phone cases can basically meet the requirements of drop-protection, being thin and light, and good overall design, but the pain points of staining, yellowing, and wearing out easily still exist, and the demands for heat dissipation, higher standard of protection, a kickstand and magnetic suction and touch similar to the phone are increasing.
Heat dissipation impaired with phone cases bothers Chinese consumers the most. Consumers in Western countries are more eager for magnetic suction. Among them, American consumers value the kickstand function more, while British consumers are more concerned about whether the touch of phone cases is similar to the phone.
In order to meet consumers' higher demand for phone cases, leading companies/brands strove to overcome the current major pain points/technical difficulties and provide solutions in the 3.0 innovation era.
Entering the post-3.0 era, consumers are no longer limited in the basic appearance and functions. What they expect for the future phone cases is to maintain its thinness and lightweight, the same feeling as a bare phone and minimalism, while also including upgraded protection and additional functions such as kickstand and magnetic suction.
1、Upgraded protection, the demand for drop protection, scratch resistance, and detail care runs through all usage scenarios of smartphones;
2、The thin and portable phone case empowers outdoor activities and sports scenarios;
3、The new integration of kickstand and magnetic suction brings unprecedented convenience and energy to work and life;
4、The same feeling as a bare phone and minimalist style creates a fashion taste with a sense of ease, which is simple and comfortable.
Products of the future generation have been born – take TORRAS as an example: through continuous innovation and research and development, TORRAS integrates upgraded protection and thinness and portability, restoring the design style of bare phones. At the same time, it pioneers a new design of phone case with the combination of kickstand and magnetic suction, which performs excellently and has won many international design awards, patented innovations and industry honors, leading the development and progress of the kickstand and magnetic suction phone case products.
The future has come
As global consumers desire a healthy and balanced life, digital life has become more dominant, and smartphone usage scenarios have become diversified. The mobile phone cases with single functions in the past are no longer enough to meet the new ways and new needs of consumers' mobile lives. What consumers need is mobile phone cases with upgraded functions and integrated multi-functions. In the future, upgraded protection, thinness and portability, integration of kickstand and magnetic suction and same feeling as a bare phone and simple appearance design will become important directions for the development of the industry.
The global smartphone penetration was up to 68% in 2022, and accessories such as mobile phone cases have also steadily improved with the high popularity of smartphones. Looking back on the past, with the rapid upgrade from feature phones to smartphones, what happened to the seemingly simple phone case products? Looking at the current situation, smartphones have been prevalent in people's lives, changing users' life scenarios. How do mobile phone cases adapt to these scenarios and develop different functions and features? What expectations do consumers have for the design and functions of phone cases in the future? Ipsos teamed up with TORRAS, an innovator in the mobile phone case industry, and WGSN, an expert in trend forecasting, to gain in-depth insights into the current usage scenarios, development history and current situation, and possible future development trends of mobile phone cases.
<< Download the report at the end >>PART 1
Lifestyle changes
Consumers around the world are consciously pursuing a healthy, balanced, and quality life. In the post-epidemic era, consumers care more about a healthy life; while at the same time, they are gradually back to work and become more focusing as the economy recovers and the labor forces increase. Consumers also manage to achieve work-life balance after busy work, and tend to lead a natural, real, comfortable life.
Digital life is increasingly penetrating, and the number of digital nomads is further growing. Digital entertainment further popularizes, with online working being not limited by any geographic location; consumers are eager to build seamless connections between work & life, online & offline. The world is moving towards the entire digital era, and the number of digital nomads is further growing.
PART 2
Smartphone usage scenarios facilitate the functional development of phone cases
"No mobile phone, no life" – The usage scenarios of smartphones penetrate all aspects of life. Smartphones are highly penetrating all aspects of life and work worldwide, which diversifies the usage scenarios.
Currently, daily leisure and entertainment (listening to music, watching videos, playing games, etc.) and mobile social networking (taking photos with family and friends, sharing videos, video calls, etc.) are still the most mainstream scenes in the world. In the future, with the rise of digital nomads and the highly integrated life and work, it is expected that smartphones will be used more frequently during outdoor activities, sports, driving and online working.
Western countries have more social interaction scenes, and they tend to take photos or videos or make video calls with family and friends, while Eastern countries (China and Japan) tend to be "quiet and reserved" and prefer to watch long videos to pass the time.
In Western countries, daily travel/commuting is now dominated by self-driving, so mobile phone assistance scenarios while driving are more common, while in China, as a result of the emerging new energy vehicle industry, driving scenarios will undoubtedly become increasingly important.
The differences in usage scenarios and hand-holding movements have promoted the development of phone case functions.
In this important life, entertainment, socializing, driving, and working scenarios, different actions are taken when using smartphones, resulting in differentiated needs for mobile phone cases. When using phones to watch short videos or play games, people hold them in one hand or both hands more often, which requires anti-slip and anti-drop functions. When occasions of watching long videos, daily socializing, and work video calls/meetings on mobile phones, a phone case with a kickstand that helps to free people's hands is necessary. When driving, they may use the navigation system or make a phone call which needs free hands, so there are also further requirements for the mobile phone case to have a magnetic back and wireless charging functions.This has led to detailed demands for the features or functions of mobile phone cases such as anti-slip/drop protection, screen protection, kickstand, enhanced wireless charging, magnetic suction, etc.
<<< Download the report at the end >>>
PART 3
Mobile phone case development history and current market dynamics
The development of phone case products and smartphones take place simultaneously. While smartphones are transitioning from feature phones, mobile phone case products are also being constantly upgraded, from basic protection in the 1.0 era, to improvements in appearance and materials in the 2.0 era, to comprehensive functional evolution in the 3.0 era. Phone cases have also gradually become a "rigid need" for users.
Entering the 3.0 era, consumers' demands for mobile phone cases have become more diverse and comprehensive, which has led to their development towards multi-functional integration.
In the continuous innovation stage of phone case products: resulting from the changes in the mobile ecosystem, consumers have developed new digital lifestyles or habits. Leading companies/brands of phone cases, therefore, have further innovated and developed the functions or features of their products to meet the demands of new scenarios:
- Higher standards for protection functions, and more advanced technology;
- Besides the fashionable appearance/personalized style, the concept of the design is "returning to nature", under which the similar touch/color of phone cases to the phone and the minimalist style set off a new trend;
- With the popularity of long video apps, the rise of short videos, the coming era of live streaming dividends and the requirement for office workers to have "three heads and six arms" (multiple devices are interconnected and shared), the mobile phone case with kickstand is born;
- With the launch of MagSafe (magnetic charging) for iPhone 12, coupled with people's common/frequent need for driving, there are demands for in-car magnetic charging, which has given rise to magnetic phone cases.
Looking forward to the future in the post-3.0 era: consumers' demands will be further integrated, and all-in-on phone cases will become a trend.
<<< Download the report at the end >>>
Leading companies/brands have launched globally innovative products in the 3.0 era to further differentiate their brands:
Functions: TORRAS has excellently embedded the kickstand into the phone case, fulfilling all-in-one functional demands, which is known as the "Expert in kickstand phone cases". OtterBox has established a leading advantage in "dorp protection". Popsockets takes advantage of fashion style in airbag ring accessories in the back.
Appearance design：CASETiFY, with its rich design styles and diverse co-branding, leads the "trendy and personalized design" while PITAKA dominates in minimalist appearance.
These brands with different advantages and styles are also favored by different types of consumers.
PART 4
Mobile phone case development trends
By the 3.0 era, current phone cases can basically meet the requirements of drop-protection, being thin and light, and good overall design, but the pain points of staining, yellowing, and wearing out easily still exist, and the demands for heat dissipation, higher standard of protection, a kickstand and magnetic suction and touch similar to the phone are increasing.
Heat dissipation impaired with phone cases bothers Chinese consumers the most. Consumers in Western countries are more eager for magnetic suction. Among them, American consumers value the kickstand function more, while British consumers are more concerned about whether the touch of phone cases is similar to the phone.
In order to meet consumers' higher demand for phone cases, leading companies/brands strove to overcome the current major pain points/technical difficulties and provide solutions in the 3.0 innovation era.
Entering the post-3.0 era, consumers are no longer limited in the basic appearance and functions. What they expect for the future phone cases is to maintain its thinness and lightweight, the same feeling as a bare phone and minimalism, while also including upgraded protection and additional functions such as kickstand and magnetic suction.
1、Upgraded protection, the demand for drop protection, scratch resistance, and detail care runs through all usage scenarios of smartphones;
2、The thin and portable phone case empowers outdoor activities and sports scenarios;
3、The new integration of kickstand and magnetic suction brings unprecedented convenience and energy to work and life;
4、The same feeling as a bare phone and minimalist style creates a fashion taste with a sense of ease, which is simple and comfortable.
Products of the future generation have been born – take TORRAS as an example: through continuous innovation and research and development, TORRAS integrates upgraded protection and thinness and portability, restoring the design style of bare phones. At the same time, it pioneers a new design of phone case with the combination of kickstand and magnetic suction, which performs excellently and has won many international design awards, patented innovations and industry honors, leading the development and progress of the kickstand and magnetic suction phone case products.
The future has come
As global consumers desire a healthy and balanced life, digital life has become more dominant, and smartphone usage scenarios have become diversified. The mobile phone cases with single functions in the past are no longer enough to meet the new ways and new needs of consumers' mobile lives. What consumers need is mobile phone cases with upgraded functions and integrated multi-functions. In the future, upgraded protection, thinness and portability, integration of kickstand and magnetic suction and same feeling as a bare phone and simple appearance design will become important directions for the development of the industry.