‘Dumbphones’ are on the rise as Gen Z and Millennials choose to limit screen time
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16 years on from the release of the original Nokia 2660 flip phone, it’s back with an updated look
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Swap reel life for real life with two all-new Nokia 2660 Flip phones in Pop Pink and Lush Green – the classic device has been reimagined in two new vibrant colours following a surge of interest in ‘dumbphones’ from Gen Z and Millennials who are choosing Flip phones to limit their smartphone screen time for their own mental wellbeing¹.
As consumers look to digital detox, HMD Global, the maker of Nokia phones, reports its Flip phone market share doubling YOY (2021 vs 2022) and expects further growth in 2023 as people unplug from their smartphones in favour of reconnecting with their community. The trend, stemming from the US, and triggered by Gen Z and Millennials, is predicted to grow the feature phone market by 5% in North America alone in the next five years based on public health concerns that are out there.²
Lars Silberbauer Chief Marketing Officer from HMD Global, the home of Nokia phones, said: “There's been a surge of interest in Flip phones, and we believe that the interest is coming from a need to take a break from the constant flow of incoming digital notifications, social media posts and more. People want more simplicity, more face-to-face time, more time to think, and time to have an uninterrupted conversation! I'm sure we all have examples where a beautiful life moment has been spoiled by a distraction or notification. That's why we are re-introducing the Nokia 2660 Flip, to give people these important beautiful life moments back.” The original Nokia 2660 Flip launched in 2007, and the first ever Nokia Flip phone launched in 1998. However, 25 years on from the first ever launch of a Nokia flip phone, consumers are looking to limit their screen time and reconnect with each other, themselves and their surroundings³.
The all-new Nokia 2660 Flip Pop Pink and Lush Green have a beautiful and durable clamshell design which gives you the satisfaction of snapping the device shut once your task is complete. It also has a rear camera for lo-fi Y2K style pictures, battery for weeks, only SMS and calls which is great for a digital detox and of course the classic snake game. The Nokia 2660 Flip ‘Pop pink’ is on sale now and the Nokia 2660 Flip ‘Lush green’ will be coming soon – enter #FlipPhoneMode and start your smartphone detox.
Headquartered in Espoo, Finland, HMD Global Oy (“HMD”) is the home of Nokia phones. HMD’s mission is providing accessible connectivity for everyone. HMD designs and markets a range of smartphones and feature phones and an expanding portfolio of innovative service offerings. With an ongoing commitment to security, durability, reliability, and quality across its range, HMD is the proud exclusive licensee of the Nokia brand for phones and tablets. For further information, see www.hmdglobal.com.
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