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Feature phones, once considered relics of the pre-smartphone era, are experiencing a remarkable comeback in the UK. Driven by parents seeking to shield children from the dangers of the internet and Gen Z individuals embracing digital detox, sales of these “dumbphones” have doubled year-on-year, with a sharp rise noted in September as children returned to school, according to Virgin Media O2 (VMO2).
A Safer Option for Children
VMO2, one of the country’s largest telecommunications providers, observed that sales of feature phones increased twofold during this period. This trend is largely fueled by parents who are more cautious about the potential risks of children’s unfettered access to smartphones, such as mental health issues, distractions, and exposure to inappropriate online content.
Christian Hindennach, Chief Commercial Officer at Virgin Media O2, explains, “Growing numbers of parents and carers are taking conscious decisions to provide their children with reliable non-smartphones. This surge in demand reflects how families are looking for new ways to help their children safely navigate the digital world.”
Virgin Media O2 has reportedly partnered with organizations like Internet Matters to educate parents on online safety while offering feature phones as a safer alternative for children.
A Growing Trend in the US and Beyond
Educational institutions have also been recognizing the value of these simpler devices. Eton College, a prestigious UK school, recently banned smartphones for first-year students, offering feature phones as alternatives.
In the US, feature phone sales are projected to reach 2.8 million units in 2023, accounting for 2% of the overall handset market, according to Counterpoint Research.
“Feature phones remain consistent in the US as their simple design, affordability, and ruggedness still pander to specific demographics,” the firm said. “Although there will not be a significant spike for feature phones in the market, there are consistent needs that create the steady demand for feature phones in a smartphone-dominated market.”
Nokia, now licensed by HMD Global, has seen a resurgence. HMD Global has brought back popular models such as the Nokia 105 and Nokia 3310, typically priced between £50 and £100, to attract those who cannot or do not want to spend hundreds on a smartphone. Additionally, these phones offer durability, making them ideal for industries like construction and oil rigs, removing the risk of losing hundreds on a single device.
This trend seemingly sounds counterintuitive, especially in a market that has embraced emerging technologies from these tiny powerful computers. However, the popularity is attributable to a change in the consumer attitude towards technology. There are movements like the #bringbackfliphones, which have gained millions of views on TikTok as younger consumers (Gen Z and Millennials) recognize the mental health toll of constant connectivity. Now they are actively seeking alternatives that allow them to disconnect.
“The big tech giants don’t want anything that has to do with reducing your smartphone usage because they are not making money on the hardware of the device,” Jose Briones, a user running a subreddit dedicated to dumbphones, told BBC.
This resurgence is not without challenges, particularly for manufacturers who struggle to make feature phones profitable. However, the steady demand from parents, younger generations, and certain industries like construction suggests that feature phones may be here to stay, offering a clever way of making life simple as the world becomes more digital.
