Sorry, marketers, but brands carry relatively little weight when consumers are ready for a new smartphone -- or, at least, that’s according to international research commissioned by Havas
Group’s Socialyse.
In order, smartphone shoppers prioritize price, tech characteristics, operating system, camera quality and brand, says Havas’ social media unit.
When
choosing a carrier, consumers consider network coverage, network quality, price, Internet speed, and included services.
From gadgets to coverage, why do consumers switch? The major reasons
include people desiring a better device; price considerations; an urgent need because of breakage or theft; and customer outreach as consumers’ current contracts come to an end.
Whatever
the rationale, 78% of consumers make their decision to switch in one month or less, Socialyse finds.
In that timeframe, the typical switching process includes information-gathering, active
research, decision-making, and deal-hunting.
For its findings, Socialyse had research institute CSA contact smartphone users aged 18-50 who have or will change their mobile device and/or
plan to in the past/next 3 months, across the U.K., France, Germany, Spain, Brazil and Mexico.
The study included a qualitative analysis including focus groups and one-on-one interviews,
as well as an in-depth qualitative online survey.