Strong consumer interest for a fledgling product category
Because the market is still pretty young and largely devoid of choice, the number of uncertain consumers is also quite high, at 27 percent, while the “not likely” and “not at all” options were picked by 12 and 17 percent of survey participants respectively.
Those figures are almost unexpectedly strong for what’s still a relatively small niche with an installed US base of 4.7 million last year. That’s not unit shipments, mind you, but the grand total of foldable devices in active use in the country as of 2022, and it definitely sounds to us like that number could very well explode this year if the “willingness to buy” of all those people actually materializes.
Huge growth ahead?
The more compact and affordable Z Flip 4 is more popular in the US than the Z Fold 4 but not by a lot.
In terms of foldable design preference, the “flip type” is predictably ahead of the “book type” in the US (just like everywhere else), but the difference between the two main form factors is likely not as large as you expected.
