Malaysians Prioritise Practicality When Buying Accessories for Their Smartphones

Belkin survey reveals insights into accessories purchasing behaviour of Malaysian smartphone users 

Kuala Lumpur, Malaysia – 8 January 2013 – Underlining its position as one of the leading manufacturers of smartphone accessories, Belkin today unveiled survey findings on the ownership, usage and purchasing behaviour of smartphone accessories amongst Malaysians. According to the survey, Malaysians lean towards practicality when buying smartphone accessories with price and device compatibility as chief considerations.

Approximately 65% of respondents rated pricing and compatibility as the most important considerations when choosing smartphone accessories, ranking above other factors including design (15%), durability (18%) and brand (3%). Although pricing is a key concern, the survey also found that half (50%) of the respondents are willing to spend extra on accessories with premium build quality or materials. Whilst this was overwhelmingly recognised as the dominant reason for Android users to spend more on accessories, iOS users differed distinctly by being almost equally compelled by official or limited edition accessories as well as better warranty packages. 

Almost 90% of the respondents recorded having purchased accessories for their smartphones with a majority of three-quarter of this group tend to purchase only as and when necessary. Breaking down the data further, iOS device users in the survey displayed a greater propensity in accessories purchase than Android device users. Almost 35% of respondents using iOS devices tend to purchase accessories at least once every few months compared to only 19% of Android users.

Of the respondents who purchased accessories in the last six months, cases and covers (82%), screen protectors (74%) and power-related accessories (44%) were the types of accessories that users gravitated towards. Not surprisingly, the accessories most heavily purchased by iOS users were cases and covers, with 88% of them purchasing at least one case or cover in the past six months. Interestingly, Android users however seemed to purchase more screen protectors than cases in general, with 81% of them reported doing so in the same duration, slightly more than the 79% who purchased cases/covers.

“As the maker of preferred People Inspired Products for both Apple and Samsung smartphones, Belkin places great importance on developing quality and innovative accessories inspired by the needs and desires of today’s discerning consumers,” said Phillip Trapaga, Country Manager of Belkin ASEAN. “Insights gleaned from the survey are useful in helping us listen to our customers, an effort that is consistent with our belief in delivering products and solutions that perfectly meet our user’s practical needs and individual preferences.”

About 43% of respondents regularly purchase and use branded accessories for their smartphones, with a majority citing that branded accessories are of better quality than non-branded alternatives. 60% of respondents typically buy their smartphone accessories from authorised resellers and IT centres, which was rated above other locations such as shopping mall kiosks or pasar malam (22%) and online retailers (18%).

The survey also found that three-quarter of respondents stated that they would purchase smartphone accessories as gifts for their families and friends. 

“Although smartphone accessories primarily provide rational and straightforward benefits such as protection and additional functionality for users, we have also noticed that the desire to express individual style and character plays an important role in influencing the purchasing behaviour,” added Trapaga.

The survey also recorded some interesting differences between iOS and Android users in their smartphone accessories buying patterns. iOS users are more inclined to purchase accessories driven by style and design compared to their Android counterparts. A sizeable 62% of respondents with iOS devices rated style and expression of personality as a major motivation compared to just 38% of Android users. Conversely, Android users are more practical and cost conscious, with 44% of them indicating they would spend as little as possible on covers and cases compared to only 19% of iOS users.