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Biggest Nokia phones launch in bid to make smartphones more affordable and long-lasting

Six new Nokia phones are to be announced today, as the Finnish phone maker aims to make smartphones more affordable and long-lasting to help encourage users around the world to keep their phone longer

- Global phone usage risen by 90 per cent over last decade

- Two in three think smartphones have become too expensive

- Mobile phone screen time higher than ever

- Six new Nokia smartphones to launch today

ESPOO, FINLAND, 8 April 2021 – The devices follow a global trend report revealing that 69 per cent of people think smartphones have become too expensive and 81 per cent want phones that can stand the test of time.

Stephen Taylor, CMO at HMD Global: “This report not only highlights the love that people globally have for their phones, but also the growing wish for a mobile they can trust will keep all their information safe that they can keep for longer. Each of our six new phones answers a concern that consumers around the world have raised. Their high-quality performance is maintained over several years of use, they all have regular software updates to keep them secure at all times and all the phones, no matter at what price point, work on the latest Android platform.”

Interaction

According to the findings, we are so reliant on our phones that we touch them an average of 142 times a day, spending 18 hours 12 minutes a week looking at the screen – the equivalent of watching the first two seasons of Game of Thrones back-to-back. Colombia spends the most time looking at their screen at just under five hours a day, while Germany and Portugal engage the least, for two hours a day.

Mobile phone usage globally has risen by 90 per cent over the last 10 years, with 83 per cent of us now claiming to “love” our phones. This ‘love’ has translated into mobile phones becoming a central hub in all parts of our lives – a third (32 per cent) use their phones for shopping, three quarters (76 per cent) for monitoring their finances, two in three (63 per cent) for fitness, workouts and tracking, while 68 per cent now turn to their handset to pay for transactions.

The top five ways we use our phones globally:
1. Browsing the internet
2. Browsing social media
3. Listening to music
4. Gaming
5. Messaging

Our trust in technology

Trust is an important factor when choosing our mobile partner – 78 per cent of Brits say that knowing their phone is secure is very important to them. Over half (54 per cent) admit to being worried about being scammed, with a surprising 42 per cent of Gen Zers (18-24 year olds) saying they have already been scammed.

Despite this, 39 per cent admit that they wait at least two weeks to download security updates, with one in three (29 per cent) not knowing if their phone has the latest security updates or not, leaving them vulnerable to threats and hackers. One in three (34 per cent) don’t download the updates at all believing that they don’t do anything.

The top five reasons Brits don’t download security updates:
1. Thinking it doesn’t do anything (34 per cent)
2. Worrying it will slow the phone down (13 per cent)
3. Concerns the updates will take too much space on the phone (8 per cent)
4. Believing updates will make the handset obsolete (7 per cent)
5. Believing the phone provider will be able to keep an eye on them (2 per cent)

Cutting down the churn

When it comes to how long Brits keep hold of our phones, on average, we wait less than three years before swapping them in. Only one in three keep their phone for more than three years (33 per cent). Despite this, three quarters (73 per cent) admit that they would like to keep their phone for longer and would (78 per cent) if the devices maintained their performance over time. One in two (50 per cent) worry about how their constant upgrading affects the environment with a third (38 per cent) concerned about the excessive electronic waste produced.

For further information, please contact HMD Global press office: press@hmdglobal.com

About HMD Global

Headquartered in Espoo, Finland, HMD Global Oy is the home of Nokia phones. HMD designs and markets a range of smartphones and feature phones targeted at a range of consumers and price points. With a commitment to innovation and quality, HMD is the proud exclusive licensee of the Nokia brand for phones and tablets. For further information, see www.hmdglobal.com.

HMD Global Oy is the exclusive licensee of the Nokia brand for phones & tablets. Nokia is a registered trademark of Nokia Corporation. Qualcomm and Snapdragon are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Qualcomm Snapdragon is a product of Qualcomm Technologies, Inc. and/or its subsidiaries, registered in the United States and other countries. Google, Android, Google Play, Android One and other marks are trademarks of Google LLC. All specifications, features and other product information provided are subject to change without notice. Variations on offering may apply. Check local availability.

¹ European Environmental Bureau: Coolproducts-briefing.pdf (kinstacdn.com)

² Nokia phones lead trust rankings, Counterpoint, 2020: https://www.counterpointresearch.com/nokia-phones-lead-trust-rankings-based-on-software-security-updates-build-quality/

³ According to the European Commission, in 2019 mobile phone chargers were responsible for around 12,000 tonnes of e-waste in the EU alone: CLEAN-Common-charger-impact-assessment-study_draft.pdf (politico.eu)

⁴ 12.90 euro & 12.90 GBP. See more info at https://www.nokia.com/phones/nokia-fast-wall-charger-18w

⁵ Nokia phones lead trust rankings, Counterpoint, 2020: https://www.counterpointresearch.com/nokia-phones-lead-trust-rankings-based-on-software-security-updates-build-quality/