If you’re considering selling phone cases, either online or in your store, you will want to know who your ideal customer is because there are many different types of phone cases on the market, and each one is designed for a specific target market.
Some are designed for adults who may want to carry other items like credit cards and cash in the phone case, while others are designed for teenagers for whom style and design can be more important.
In this article, we will review some of the different segments of the target market for phone cases and discuss the factors that influence their selection of a case for their phone.
What is Target Market for Phone Cases?
One of the best ways to understand the target market for phone cases is to understand why people buy cases for their phones.
Understanding a target market’s motivation helps us design products that can meet their requirements and develop marketing strategies that can appeal to them.
Using such a needs-based segmentation approach gives us the following customer segments:
- People who want to protect their phone
- People who want to appear stylish
- People who want to make a statement
- People looking for a replacement for their wallet or purse
- People who want to give their phone a luxury look and feel
- People who want to hide their phone’s brand
- People who plan to carry their phones in dangerous situations
- People who have had their phones damaged in the past
Let’s look at each of these segments more closely.
1. People who want to protect their phone
By far, the largest group of people who buy phone cases are those who want to protect their investment.
A phone is not a cheap item. Especially modern smartphones can cost hundreds of dollars and more, and so most people want to keep them in good condition for as long as possible.
They will buy a phone case to safeguard their phone from any potential damage, whether it’s from falls, scratches, or everyday wear and tear.
There are many different types of phone cases on the market that cater to this need, from basic rubber or plastic shells to more sophisticated cases that offer features like shock absorption and waterproofing.
This segment of the market is usually willing to spend a little extra to get a case that will give their phone the best possible protection.
2. People who want to appear stylish
A close second in terms of target market segments are those people who want their phone case to reflect their personal style.
For this group of people, the phone case is not just about protection, it’s also about self-expression.
There are many different styles of phone cases on the market, from simple and sophisticated to fun and funky.
This segment of the market is often willing to pay a premium for a designer phone case that reflects their sense of style.
3. People who want to make a statement
A smaller but still significant segment of the target market for phone cases includes those who want to make a statement with their case.
This group is willing to pay for a phone case that makes a bold statement, whether it’s political, environmental, religious, or just funny.
This segment of the target market for phone cases will often spend money on branded or personalized cases that may even include a picture of a political or religious leader.
4. People looking for a replacement for their wallet or purse
Sometimes people get tired of carrying too many items in their pockets or purses. Men, for example, tend to carry a fat wallet that is sometimes more full of documents than money, and more often than not they only need their driver’s license, a credit card, and some cash.
A phone case with a built-in wallet can offer a solution to this problem by allowing people to carry their ID, credit cards, and cash all in one place.
For this segment of the target market for phone cases, convenience trumps other benefits of a phone case.
5. People who want to give their phone a luxury look and feel
For this group of people, a phone is a status symbol and their phone case needs to reflect their status.
This segment of the target market for phone cases is willing to spend a lot of money on a phone case that makes their phone look luxurious.
Cases made of materials like leather or even gold are not uncommon for this group, and often these cases will include features like a built-in stand or even a mirror.
6. People who want to hide their phone’s brand
Sometimes people don’t want to spend a lot of money on a phone but still want to project a sense of style. Or they simply want to hide the phone’s brand because everyone around them has a cooler phone.
For this market segment, a phone case is a perfect solution. A phone case can hide the brand of the phone while still allowing the person to express their sense of style.
This segment of the target market for phone cases could buy a designer phone case and stick it on top of an average phone.
7. People who plan to carry their phones in dangerous situations
Many people have jobs or hobbies that involve carrying their phone in situations where it could be dropped or even damaged.
For instance, people who work in construction or who are hikers, rock climbers, or mountain bikers often need a phone case that can protect their phone from the elements and from shocks.
For this segment of the target market for phone cases, protection is paramount. These people are often willing to spend a little extra on a phone case that offers features like shock absorption and waterproofing.
Cases made of rugged materials like metal or Kevlar are not uncommon for this segment of the market.
8. People who have had their phones damaged in the past
This market segment is made up of people who have experienced firsthand the pain and frustration of a damaged phone.
For this group, buying a phone case is an insurance policy against future damage. They are often willing to spend a little extra on a phone case rather than go through the experience of repairing or replacing a damaged phone.
Conclusion
The target market for phone cases is very diverse and reflects many different wants and needs based on which people decide to purchase a phone case.
The dominant segment of this market includes people who want to protect their phones for different reasons. Some people are worried about scratches, falls and everyday wear and tear. Others work or play in dangerous situations and would like to carry their phones with them without damaging them. Some others have already experienced a damaged phone and don’t want to repeat that experience.
A second dominant part of the market includes those who see the phone case as a fashion accessory. For them, the phone case is almost a fashion statement and they will often go for style over substance. Or they will go for a well-known brand over a white label phone case.
Then, there are those who look for very practical applications of the phone case. They simply want to use it as a replacement for their wallets or purses. And other simply want to use the phone case to hide the brand of phone they have.
So there you have it: different segments of the target market for phone cases. We hope that you will find one or more of these to serve successfully.
