EE LAUNCHES NATIONWIDE SUPERFAST REPAIR SERVICE AS RESEARCH REVEALS BRITS ARE 46% MORE LIKELY TO SMASH THEIR PHONE SCREEN IN SUMMER
- New research* reveals summer is the time Brits are most likely to smash their phone but wait an average of seven weeks to get it fixed because of fear of missing out.
- Smashed screens might still work, but EE reveals they say more about the owner than just being clumsy. Nearly a quarter of Brits look down on those with a cracked phone screen with many damaged phone owners less likely to secure second dates or job interviews.
- EE’s research is revealed as it launches nationwide in-store 2-hour repair service**.
- EE has also enlisted it’s Chief ‘Crackologist’ to decipher what the most common screen breakages say about your personality – are you The Festival Fanatic or The Summertime Skater?
Today, research from EE reveals that sunnier days means more smashed screens, as Brits are 46% more likely to have a screen damaging accident during the warmer months. With summer on the way, EE comes to the rescue with its industry-leading in-store superfast repair service, as the research also reveals that nearly a quarter of us look down on someone with a smashed device.
The average time people put up with a smashed phone screen is 49 days before getting it fixed, though a third of people can’t bear going a day without their phone, according to the research. With more action-packed warmer months to come in parks and rooftop bars, EE is urging people to take advantage of its industry-leading in-store same-day repair service rather than tolerating a smashed screen- available to everyone, on any network.
Cracked screens not only look unsightly, but the research finding also reveals those who fail to repair their screens are at a disadvantage across a number of different areas of life. Almost one in six people aged under 35 refuse to go on a second date with somebody after seeing their cracked screen. One in 10 would deny someone a second job interview.
Beer gardens are the most common destination for screen smashes with younger adults most likely to break their phone when out at the pub. Whereas those aged 35-54 are most likely to have their phone broken after handing it to their child to keep them entertained.
Phones falling out of pockets at festivals, being dropped while taking a beach selfie and even being snatched by seagulls are among the other ways Brits have smashed their screens, according to the research.
EE hopes its new nationwide in-store superfast repair service will help Brits make the decision to get their phone repaired rather than replaced as the research also shows 60% of phone users favour replacing a broken phone with a new one. The rollout means over three quarters of the population will be within a 30-minute drive of an EE store. They’ll be able to get their phone fixed in as little as 2 hours** or collect it the next day.
Bridget Lea, Managing Director of Commercial at EE, said: “Our superfast in-store repair service means customers can avoid the shame of a smashed screen and get back to enjoying the summer within a few hours**.
“Choosing to repair, reuse and recycle also means we’re all doing our part to help address the rising e-waste challenge.”
EE’s research delves further into the UK’s cracked screens by enlisting chief ‘Crackologist’ to analyse the different types of screen smashes to identify what they say about the owner.
EE’s Crackologist, Serkan Hassan, using his cracking expertise and knowledge has deciphered six of the most popular phone smashes this summer, and explains what the cracks say about the clumsy owner:
1. The Rooftop Raver: The Worm will be your signature dance move – even if your friends say otherwise. You flop to the floor at every opportunity, not letting past failures stand in the way of a possible win. You’re helped to your feet (again) and check your phone. A small, webbed crack takes centre screen. Better than another chipped tooth.
What it says about you: Do first, think later. You have zero embarrassment when it comes to telling the EE guys you smashed your screen *again* – next time, you’ll nail it. Enthusiasm > Skill.
2. The Summertime Skater: You saw those people skating to Fleetwood Mac on TikTok and thought – that’s a bit of me. To be fair, so did half the nation. Except smooth and effortlessly cool you were not. Grazed, bruised and sore with a seriously smashed up phone screen? That’s more like it.
What it says about you: You’re a happy-go-lucky, say-yes type. Lucky for you, your phone takes most of the batterings. Afterall, smashed up screens are easier to fix than smashed up bones.
3. The Festival Fanatic: Have you even festival’d if you don’t smash your phone? You’re well versed in parting fellow dancers like the Red Sea and see no shame in a mid-set hands and knees search. You find your phone sporting a new Pyramid shaped smash - the sign of a very good Glastonbury indeed.
What it says about you: You dance like nobody’s watching and mosh like you don’t have valuables in unzipped pockets. Your next purchase after fixing your screen? A bum bag. If it goes with your outfit.
4. The Taxi Tumbler: Taxis and elegance never go hand in hand. It’s always when you’re running late that you forget your phone in your lap and let it tumble to the curb as you exit. The *smash* sound brings you back to reality (as does the full-on half screen crack and pixelation).
What it says about you: More haste, less speed. Time to press the pause button and do something for yourself – like grabbing a cup of coffee and a book while waiting for your screen to be sorted by EE.
5. The Selfie Lover: What’s the nemesis of a long-armed selfie guru? Greasy finger food. A quick attempt at an after-burger snap results in a clean streaking crack straight up your screen. Luckily you get the perfect sad selfie to immortalise this moment forever.
What it says about you: Where there’s a will, there’s a way. You refuse to buy a selfie stick, even at the EE team’s recommendation, opting for a screen protector and rubber case instead.
6. The Toddler Tamer: Has anyone tried to wrestle Cocomelon from a toddler and lived to tell the tale? Either your phone or you will escape unharmed, but never both. You look at the new, small crack in the bottom corner. Another happy reminder of blissful parenting.
What it says about you: You have the patience of a saint and negotiating skills that could get you cast on CSI. Nipping out to get your screen replaced without the kids feels like a holiday. Why do EE have to do it so quickly?
NOTES TO EDITOR
*Survey of 2,000 UK adults conducted by Opinium on behalf of EE
**Subject to selected EE store, device model and repair required
About in-store repair service
● Customers with Apple, Google and Samsung devices are able to get their devices fixed in-store
● EE has been offering phone repairs since 2005. Since then, EE has carried out approximately 60,000 repairs per year
● Before the launch of the in-store repairs service, repairs took an average of 6 days
● The next day repairs service is now available in 218 stores across the UK.
● Typical repair times are now 1 to 2 hours. In some cases, where an intermittent fault is found or a device needs a more complex repair, it can be longer and the device may be sent to a supporting store nearby or to the main repair centre in Kent. For devices that are sent to one of EE’s supporting stores, EE can offer a next day service
● The repair service covers:
- Cosmetic damage
- Network calibration functions
● EE’s in-store repair service is approved by Apple, Google and Samsung, with technicians using genuine, quality parts supplied by the manufacturers during repairs
● The new service is open to all networks. If a customer has a warranty fault, this will be covered by the handset manufacturer. If the device is out of warranty, the customer will be offered the same price as an EE customer
● If a payment is required for an out of warranty repair, EE’s repair technicians will discuss this with the customer and pre-payment will be required ahead of the repair taking place
● EE’s in-store repair service covers 72% of its model range. Models not eligible will need to be sent to the repair hub in Kent
● The in-store repair technicians are intensively trained and accredited to manufacturers’ standards
EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 with it continuing to be the UK’s biggest 4G network and launched the UK’s first 5G network in May 2019.
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