As consumer preferences shift, it appears that the brand name of a smartphone is no longer the dominant factor in making a purchase decision. According to a survey conducted by Ipsos on behalf of Telemach Hrvatska, 55 percent of respondents would consider switching to a new mobile brand if the price and quality were right.
The survey, which captured a nationally representative sample, highlighted that price remains a key factor, with 52 percent of respondents stating it as the most important aspect when choosing a device. Mislav Galler, a member of Telemach’s board and the company’s Chief Commercial Officer, emphasized that the results confirm what the company has long suspected: price and value for money are crucial for most users.
What Really Matters to Consumers
While price is a major consideration, it’s not the only one. 65 percent of users noted that technical specifications aligned with their lifestyle and needs are critical. More specifically:
- 74 percent prioritized long-lasting battery life and fast charging capabilities.
- 59 percent pointed to storage capacity as a deciding factor.
- 50 percent said camera quality was essential.
Interestingly, only 30 percent of respondents considered brand loyalty important when buying a new smartphone.
“Since entering the Croatian market, our goal has been to make top-tier technology accessible to everyone,” said Mislav Galler. “The research shows that users are willing to change brands if they find a device that fits their needs and budget, which aligns perfectly with our mission at Telemach.”
Telemach Steps In with New Devices
Telemach responded to these consumer preferences by expanding its own portfolio of devices, launching the Telemach 5G Pro smartphone, Kids Watch smart watch, and Buds wireless headphones. These products are designed to offer top-quality features at affordable prices, making cutting-edge technology accessible to more users.
“Consumers shouldn’t have to choose between high-tech features and a reasonable price,” said Damir Vrsajković, Chief Product Development Director at Telemach. “Our new Telemach 5G Pro smartphone is a testament to this belief. It offers a compelling price-to-performance ratio and competes directly with higher-end brands while surpassing them in some aspects.”
The 5G Push
The new device launches are part of a broader effort to promote the use of 5G technology across Croatia. Adrian Ježina, President of the Telemach Management Board, highlighted that despite significant investments in 5G infrastructure, adoption rates remain relatively low. Reports from the European Commission have noted that the percentage of users taking advantage of next-generation networks is still modest.
Telemach hopes that by offering affordable, high-quality 5G devices, more users will be encouraged to embrace digital services and 5G connectivity, which could drive technological advancement and economic growth across the region.
Conclusion: Focus on Value, Not Brand
As the mobile phone market evolves, consumers are placing greater emphasis on value for money, technical specifications, and usability over brand loyalty. Telemach’s new product lineup reflects this shift, offering cutting-edge technology at prices that make it accessible to a wider audience. With the growing adoption of 5G networks, these devices are set to play a crucial role in bringing Croatia into the digital age.
