Push-button mobile phone boom: "dumbphones" not only popular with oldies

Before the introduction of smartphones, mobile phones were generally only used to make calls, send (expensive) text messages or play Snake. Listening to the radio or even taking pixelated photos was also possible with key mobile phones around 20 years ago, but that's when it stopped.

However, more and more people are apparently longing for these feature phones or dumbphones. Sales figures at the online shops Galaxus and Digitec (EU plus Switzerland) rose by two thirds in the second quarter of this year. What's the reason for this?

More than just nostalgia or digital detox: also useful for children and young people

Galaxus smartphone expert Jan Johannsen sees several reasons that could motivate people to buy push-button mobile phones: "People like to buy push-button mobile phones because of the longer battery life, so that they can be reached for as long as possible. In return, people are also doing without apps - and sometimes very consciously", because digital detox is the trend. "What's more, from a parent's point of view, mobile phones are the first device for children who are already out and about on their own but shouldn't yet have a smartphone."

Manufacturers, Jan continues, also like to advertise the devices for festivals, so they have young target groups in mind: "At festivals, you don't have to worry as much about damage or theft with an affordable push-button mobile phone. What's more, you can certainly enjoy the music and party better if you're not distracted by apps."

But if you look in the Galaxus shop, you will see the term "senior mobile phone" in the push-button mobile phone category. Antonio Manduca from Category Management at Galaxus explains the reason for this: "Our analyses have shown that a relevant number of customers search for the term 'senior mobile phone' in our shops. After all, the devices are easier to use, especially for older customers, thanks to the tactile buttons."

In fact, the sales figures show that push-button mobile phones are mainly bought by older people. More than 50 per cent of devices go to customers over the age of 45. Three out of four devices go to over-35s.

Manufacturers must serve both old and young

Device manufacturers must therefore appeal to older generations in particular, but also be practical for young people. For older people, the T9 input standard will continue to be used, i.e. the familiar A-Z and ä-ü characters directly above the numbers on the phone. The four-way main button in the centre also lives on.

Smartphone expert Jan, who still knows the early models first-hand, recently tested the new Nokia 3210 and describes his experience as follows: "I'm surprised at how quickly I've got the controls back on using the four-way button and the two buttons on the right and left. It's not the original navigation, but it's close. However, if you've never used a mobile phone like this before, you might find it more difficult to get used to the touchscreen."

How much do you fancy a push-button mobile phone now? Can you imagine it for your child, for grandma and grandpa or for yourself? Do you already (or still) use one? We look forward to your comment.