Water events are common and if phone becomes inoperable, brand switching often occurs.
Consumers are willing to pay more for immersion resistance than any other feature.
After price and brand, inclusion of a water resistance feature drove more simulated purchases than any other attribute.
Gore commissioned a leading market research firm to conduct a survey of 5400 consumers in four countries (China, India, US and Korea) focused on smartphone ownership/usage patterns and attitudes about smartphone water resistance. An advanced statistical approach (adaptive choice based conjoint) was used to isolate and quantify the impact of 14 product features including brand, price and water resistance on the smartphone purchase decision. The survey was fielded in July/August 2019.