Price top priority for smartphone buyers, but cost of living delaying or downgrading new buys
16 Feb 2026
Cost-of-living pressures are shaping how Australians buy smartphones, with price the most important factor and many consumers delaying upgrades or opting for lower-tier models, new research from Canstar has revealed.
The findings are based on a survey of more than 1,100 Australians who recently purchased a smartphone and come as Samsung is today announced the winner of Canstar’s 2026 Most Satisfied Customers Award for Smartphones.
Majority buy outright, but will wait it out
Canstar’s research shows two-thirds (66%) of respondents have said cost of living pressures impacted their most recent smartphone purchase, with the data showing:
- 48% waited until there was a sale before purchasing
- 36% opted for the ‘base’ instead of the ‘pro’ model they may have preferred
- 30% delayed the purchase of their phone until they save enough money
- 17% purchased a cheaper phone than they had intended to
The majority of respondents (69%) purchased their phone outright, spending an average of $986. The remaining buyers bought on a plan (typically a contract in which the device is paid off over 12 to 36 instalments). Among those on a plan, the reported average monthly spend, excluding the phone plan cost, is $133.
Price the most important factor, while AI use is favoured by almost one-fifth
The top five most important factors considered by respondents when buying their smartphone are:
- Price (24%)
- Brand (20%)
- Ease of use (13%)
- Battery life/longevity (11%), and
- Device features (10%)
When it comes to features and capabilities, almost half (47%) say they frequently use their smartphone’s tap-and-pay technology, while 18% say AI features are important to them as they use them regularly. Just under one-third (30%) consider picture quality important because they post frequently on social media.
Australians are split on brand loyalty
Brand loyalty is divided, according to Canstar’s research, with slightly less than half (49%) of respondents saying they will always purchase the same brand of smartphone. Of those who commit to one brand:
- 64% do so because they believe the brand is the best
- 58% because they’re used to how it operates
- 27% because they use products of the same brand
- 19% to be on the same platform as family and friends
One in ten (10%) of all respondents in the survey, however, admit they think there are better phones on different operating systems, but don’t plan on changing because of the inconvenience.
Samsung takes out the top spot for the top-rated smartphone
Samsung has won Canstar’s 2026 Most Satisfied Customers Award for Smartphones, with the brand earning consistently high ratings from consumers across all categories, including durability, battery performance, and ease of use. This result follows previous wins in 2023 and 2024.
Canstar’s managing editor, utilities, Tara Donnelly, says, “With so many smartphone options in the market, making the decision on which one to buy next can be both exciting and overwhelming.”
“However, Canstar’s research shows that a cost-of-living squeeze is putting the brakes on some new purchases, as Australians take more time to save before they spend.
“Price is the main deciding factor for most consumers, but brand is a close second, which is no surprise considering the loyalty that exists for some of the major players like Samsung and Apple.
“If you’re considering buying a new smartphone, it can help to think about what you absolutely need in your device, and work up from there.
“Features such as cameras, battery, screen size, and, in newer devices, AI capabilities, add value, but they will likely come at an additional cost.
“It’s also important to consider how you want to pay for your new phone. While buying outright and purchasing on a plan often result in a similar total cost, paying on a plan means being locked into a long-term contract that you will still be committed to even if you lose or damage your phone.
“Samsung has won Canstar’s 2026 Most Satisfied Customers Award for Smartphones, with high ratings across all categories, including durability and battery performance.
“Samsung not only offers some of the most innovative new smartphones in design, functionality and AI, but also delivers devices with a long shelf life, quality cameras and ease of use that continues to give it the edge, and why it remains Australians’ top smartphone choice.”
