Consumers in China, India, USA and Korea care about water resistance in smartphones.

Water Protection Insight 1

Mobile phones are essential to our lives.

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Water Protection  Insight 2

Every month, most consumer phones are exposed to situations where water is present.

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Water Protection Insight 3

Consumers expect their next phone to survive common incidents.

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Water Protection Insight 4

Consumers are concerned about phone water damage.

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Water Protection Insight 5

Consumer attitudes strongly favor water resistance for their phones.

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Water Protection Insight 6

Consumers say improved water resistance in next phone is essential or important.

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Water Protection Insight 7

Water events are common and if phone becomes inoperable, brand switching often occurs.

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Water Protection Insight 8

Consumers are willing to pay more for immersion resistance than any other feature.

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Water Protection Insight 9

After price and brand, inclusion of a water resistance feature drove more simulated purchases than any other attribute.

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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.