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.
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:
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.
The top five most important factors considered by respondents when buying their smartphone are:
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.
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:
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 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.”
Any advice provided on this website is general and has not taken into account your objectives, financial situation or needs. Consider whether this advice is right for you. Consider the Product Disclosure Statement and Target Market Determination before making a purchase decision. Canstar provides an information service. It is not a credit provider, and in giving you information about credit products Canstar is not making any suggestion or recommendation to you about a particular credit product. Research provided by Canstar Research AFSL and Australian Credit Licence No. 437917. You must not reproduce, transmit, disseminate, sell, or publish information on this website without prior written permission from Canstar.