Breaking = Bad: Nobody Wants a Broken Smartphone

by Dale Wright

Whether they’ve already watched it, are working their way through its five series or planning to start it soon, it seems everybody loves Breaking Bad. But while Walter White – a reserved chemistry teacher turned big-time meth cook – might have enjoyed breaking away from his old persona, one thing that nobody wants to break is their phone. Indeed, when it comes to phones, breaking = bad.

Following the success of the hit US drama, we at The Snugg have conducted extensive research to investigate smartphone damage. The show’s characters might not have thought twice about snapping a phone to remain untraceable, but we know how frustrating a broken phone can be in the real world. It was therefore interesting to see just how many people have experienced a damaged smartphone.

According to our global survey, one-quarter (25%) of all smartphone owners have broken their device on one occasion, while 42% have done so once or more. In the show, “Better Call Saul” is the tagline of criminal lawyer Saul Goodman, so having a fully functioning phone is something that’s essential for both him and his clients. However, the findings suggest having a problem-free phone is not something that everyone enjoys.

breaking badNew Breaking = Bad: Nobody Wants a Broken Smartphone

On a positive note, people appear to be wising up to the fact they can protect their phones from breaking. Much like Walter White will do anything to protect his family, consumers are trying to safeguard their phones as best they can – and a protective case seems the preferred method of doing so. Our research showed 73% of people who have broken their phone have bought a case, suggesting they are reacting proactively to breakage in order to prevent it happening again.

What’s more, we discovered more people who have broken their phone have bought a case than have purchased insurance (73% compared to 43%) – indicating they would rather safeguard their device than claim back after the damage has been done.

As any Breaking Bad fan will know, it can be difficult to put things right after they have gone wrong. Prevention, therefore, is better than cure and those who do the right thing early on will often find it pays dividends further down the line.