Smartphone Display Market Trends

Navigating the Smartphone Display Market Landscape

The Smartphone Display Market is about to enter a period of great change. A number of macro factors are at work. Advances in display technology, particularly in OLED and microLED, are increasing the quality of displays and the energy efficiency of displays, in response to the growing demand for superior visual experiences. The growing regulatory focus on the environment and the management of e-waste is driving the display industry to develop materials and processes that are more in line with global environmental goals. And the changes in consumers’ work and entertainment habits, induced by the rise of remote working and digital content, are generating a need for larger, more versatile displays. These macro trends are of strategic importance to the industry, as they are not only shaping the development and marketing strategies of individual companies, but also influencing the market positioning of companies in an increasingly crowded market.

Top Trends

1. Increased Adoption of OLED Technology
   OLED screens are becoming the standard in high-end mobile phones. They have superior colour reproduction and power efficiency. Major manufacturers have said that OLED screens are now used in over 70 per cent of their new mobile phone models. The demand for a better visual experience is driving this change, as well as competition among brands. The next step may be flexible OLED screens, which will open up new possibilities for form and function.
2. Rise of High Refresh Rate Displays
   High-speed displays are becoming increasingly common in mobile phones. Many now have 120 Hz or higher. In games and multimedia applications, the effect of a higher refresh rate is more noticeable. High-speed mobile phones have seen their sales rise by 30 percent. And as the gaming market grows, the technology for even higher-speed displays will be further refined.
3. Integration of Under-Display Technology
   Under-display camera technology is gaining popularity, enabling uninterrupted screen space. A number of companies have launched devices with this feature, which have been successful enough to increase the interest in their flagship models by up to 15 per cent. This innovation is not only a visual enhancement, but also poses a challenge in terms of camera quality. Hence, in the future, we may see further developments in camera quality, while keeping the under-display design.
4. Sustainability in Display Manufacturing
   A key concern of display manufacturers is the use of sustainable materials and processes. According to some studies, 40 per cent of consumers prefer brands that prioritise sustainable production. This trend has led to the introduction of a range of programmes designed to ensure the sustainable re-use of materials and sustainable sourcing. As regulations continue to tighten, further innovations are expected in the field of the reduction of the impact of display production on the environment.
5. Advancements in Mini-LED Technology
   The mini-LED technology has now become a rival to OLED. It has a higher brightness and contrast than OLED. Many major brands have begun to include mini-LED displays in their premium products. This has led to a marked rise in market interest. The technology is also considered more suitable for HDR content, and is therefore of interest to content creators and consumers. Future developments may be directed towards reducing the cost of production, in order to make mini-LED more widely available.
6. Enhanced Durability with Gorilla Glass
   The display of the new-generation mobile phone has become more durable. The use of advanced glass technology, such as Gorilla Glass, has become the standard. The manufacturer reported a reduction of up to 25 per cent in screen damage claims. This is of great significance, as consumers are now placing greater emphasis on the device’s long-term performance. Nevertheless, further innovations are likely to lead to even more resistant materials that can withstand even harsher conditions.
7. Increased Focus on Display Size and Aspect Ratios
   The trend of the screen of the mobile phone is towards larger sizes and more unusual proportions, aimed at the consumption of multimedia. Recent data show that the sale of mobile phones with screens larger than 6.5 inches has increased by 20 per cent. This trend is influencing the design strategies of the brands, forcing them to innovate in terms of ergonomics and usability. Foldable screens will also be used to increase the surface of the screen.
8. AI-Driven Display Optimization
   Artificial intelligence can optimize the display settings in response to a combination of human behavior and the surrounding environment. According to the companies, this can increase the battery life by up to 15 percent. The trend towards personalization of settings is changing the experience of the end-user. But as the field of artificial intelligence develops, it may become more sophisticated and provide the end-user with even more benefits.
9. 5G Compatibility Driving Display Innovations
   The introduction of 5G technology is influencing display innovations. Faster data speeds enable more complex content to be delivered. The trend is towards displays that are capable of handling both HD streaming and gaming. Demand for 5G-capable devices has been reported to have increased by 30 percent. Future developments may be geared towards optimising displays for augmented and virtual reality applications.
10. Emergence of Transparent Displays
    New possibilities for interactivity are beginning to emerge from transparent display technology. Prototypes have shown promising results and are attracting interest in new applications. This trend could have a major impact on the design of user interfaces and products, as well as on advertising and marketing. Optical properties and resolution may be the main areas of development in future.

Conclusion: Navigating the Competitive Smartphone Display Landscape

The market for smart phone displays will be highly competitive and fragmented as we approach 2024, with both established and new players vying for market share. Brands with established reputations and advanced technology will be able to build on their strengths, while newcomers will have to rely on their own innovation and focus on niche markets. In terms of regional trends, there is a growing demand for sustainable and flexible display solutions, especially in Asia-Pacific and North America, where consumers’ tastes are evolving at a rapid pace. In order to succeed in this market, display makers will need to focus on such capabilities as artificial intelligence-driven design, automation and sustainable practices. Strategic agility will be crucial in a market where consumer demands and technological developments are moving at breakneck speed.