Every time we step outside our front doors, it doesn’t take long before we see a smartphone. They’re everywhere, and they’re extremely useful. But we pay a price for that usefulness: the ever-present nature of cyber threats and the need for constant vigilance. As our mobile usage evolves, so do the threats of various data harms, from unsolicited messages and phishing attempts to account hacking and identity theft.
Smartphone users consistently rank privacy and security as important factors, but many feel that mobile apps and services are not meeting their expectations in these areas.
We have found evidence of this lack of trust amongst consumers in our annual surveys. For example, In 2024, we found that 67 percent of users are concerned about data sharing. The concern relates to the amount of their personal data that is collected when using mobile apps and services. As a result, they avoid sharing their personal data whenever they can.
These figures have reduced marginally from 2023 (when compared in like-for-like markets), but remain stubbornly high, falling by only 2 percentage points. Moreover, suspicions remain high about advances in technology, with 57 percent of users believing that innovation is actually making their data less secure. Again, this figure is only down 2 percent from 2023.
This trust deficit has led to many people deleting apps, avoiding certain services and refraining from making online purchases due to privacy and security concerns. Others have ditched smart phones altogether and switched to their dumber cousins — the basic phone is making a comeback.
What Is a Basic Phone?
In contrast to a smartphone capable of connecting to the internet, a basic phone only offers phone call and text messaging services. This limited functionality may be preferable to users seeking digital minimalism.
The Basic Phone
A basic phone focuses on the basics of communication — calls and text messages — and allows us to minimize our digital footprints and protect our privacy. Many people now view smartphones not simply as tools, but as portals into systems that track, monetize and influence behavior. High-profile data breaches, revelations about apps harvesting sensitive information, and concerns over constant location tracking have led users to question how much control they truly have over their digital lives.
Basic phones, by contrast, offer a sense of reclaiming our autonomy: They typically lack GPS, app ecosystems and always-on microphones, making them feel safer and less intrusive. Simpler devices offer a level of anonymity that smartphones cannot match.
Who Is Going Back to Basics?
Although the basic phone trend is gaining traction across various demographics, it is particularly pronounced among younger generations. Gen Z (those born between 1997 and 2012) are at the forefront of this movement. They’ve grown up in a hyper-connected world, and they are more aware of the potential downsides of technology and the importance of digital well-being.
Interestingly, older members of Gen Z were on the cusp of the transition from basic phones to smartphones, giving them a unique perspective on both types of devices. This may contribute to their willingness to re-evaluate their relationship with technology and explore alternatives to the ubiquitous smartphone.
Millennials — born between 1981 and 1996 and now becoming parents themselves — are also showing interest in these simpler devices, both for their own use and for their children. This suggests a broader shift in attitudes towards technology and a growing recognition of the need for balance and intentionality in digital consumption.
It is also important to acknowledge the global scale of this trend. Basic phone sales account for approximately 10 percent of all mobile phone sales worldwide. This indicates that the desire for simpler technology is not limited to specific regions or demographics.
Mental Well-Being and Smartphones
The issue of mental health also overlaps with trust. As users become more aware of the deliberate design features like infinite scrolling or push notifications meant to keep them engaged and dependent, many begin to distrust the intentions of tech companies. Opting for a basic phone becomes a form of protest or self-protection, an intentional step away from a system that many feel exploits attention and undermines well-being.
There is also a growing cultural narrative that questions whether smartphones have overstepped their role in our lives, blurring the boundaries between usefulness and overreach. In this context, basic phones are gaining appeal not as a regression, but as a conscious lifestyle choice aligned with digital minimalism and values of simplicity, presence and intentionality.
The Impact of Dumbing Down (on Phones)
If the trend toward basic phones continues to gain momentum, implications for the mobile industry could involve hardware, software, services and revenue models.
Although it is unlikely that the preference pendulum will swing far enough to bring about a massive contraction in the market for smartphones, if more consumers opt for minimalist devices that prioritize calls, texts and long battery life over high-spec features, manufacturers may need to rethink their product lines. Companies that rely heavily on premium hardware sales could see slower growth, while those able to diversify into simpler, cost-effective handsets might find new opportunities in both developed and emerging markets.
App developers and mobile operating system providers need to keep a keen eye on demand for feature-heavy, data-intensive applications. If a large enough segment of users stops engaging with smartphones, it would mean fewer downloads, less in-app engagement and declining ad impressions, directly impacting monetization strategies.
Mobile carriers could see a mixed impact. On one hand, basic phones typically use less data, which could reduce average revenue per user for telecom companies that depend on high data consumption. On the other hand, carriers might find new value in offering simplified service plans, bundling basic phones with voice- and SMS-heavy packages. This could appeal to both cost-conscious consumers and those deliberately cutting down on screen time.
And an increase in basic phone adoption might also drive changes in tech culture and consumer expectations. The industry has long equated innovation with complexity and more features, but a growing market for simpler, privacy-respecting, distraction-free devices could challenge that paradigm. Companies may be forced to innovate not by adding more, but by refining what matters most to users: security, longevity and control.
