Key insights:

  • 26% of Britons expect to upgrade their smartphone within 3-4 years, up from 22% in 2023.
  • The share expecting to spend under £300 has dropped from 33% to 25% since 2023.
  • The intent to spend £751-£1,000 has nearly doubled, rising from 12% to 23%.

New data from YouGov Surveys: Serviced shows continued interest in the UK smartphone market, with 33% of Britons saying they are very or somewhat likely to buy a new mobile phone in the next 12 months, up from 27% in 2023. But beyond this increase in purchase intent, the more striking shifts lie in how long consumers expect to keep their next device, and how much they plan to spend.

2025 data reveals that British consumers are gradually moving toward longer smartphone lifespans, even as overall buying interest rises. The share expecting to replace their device within 1-2 years has fallen from 20% to 17%, and those anticipating a 2-3-year cycle have dipped slightly as well (33% to 30%). In contrast, longer windows have become more common: expectations of a 3-4-year lifespan have risen from 22% to 26%, and the 4-5-year category has increased from 10% to 14%.

Spending expectations have shifted as well. The share of likely buyers expecting to spend under £300 on their next phone has dropped from 33% in 2023 to 25% in 2025. Intentions to spend £301-£500 have risen from 14% to 17%, while expectations in the £501-£750 bracket have increased from 13% to 16%. The most significant change comes at the upper end of the market, where the share of likely buyers planning to spend £751-£1,000 has jumped from 12% to 23%, nearly doubling.

Taken together, consumers appear less inclined to upgrade frequently and more willing to invest in mid- to upper-tier devices when they do. For smartphone manufacturers and retailers, this combination highlights the importance of balancing premium offerings with compelling long-term value.

YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The 2023 study was conducted online on Feb 20-21, 2023, with a nationally representative sample of 2,075 adults while the 2025 study was conducted on Nov 17-18, 2025, with 2,056 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

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