Commentary

Smartphone Shoppers See Past Brands

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 time frame, the typical switching process includes information-gathering, active research, decision-making, and deal-hunting. 

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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.

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