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

  • People are willing to pay more if the phone is immersion protected than any other features tested.

Willingness to Pay

Venting - ME - Waterproof Persuasion Insight 8 - US 01

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. Learn More