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 time frame, 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.
This column was originally published in Moblog on June 18, 2016.