Most Base Cell, Mobile Purchases On Online Reviews

  • September 30, 2008
According to the September 2008 Ad-ology Media Influence on Consumer Choice survey, 60.5% of U.S. consumers who recently purchased a mobile or wireless phone said online product reviews and user comments had some or significant influence on their purchase decision.


Nearly 30% also rated information from blogs with the same level of influence.

Other key findings from the survey:

  • Consumers who rated online blogs and reviews highly tend to be younger (18 to 34 years old), and have average or higher-than-average incomes.
  • Television, newspapers, and direct mail advertisements were among the most influential traditional media for recent mobile phone buyers.
  • 26.3% prefer to purchase mobile/wireless phones online instead of in person/at a store.
  • Product reviews, user comments, and blogs significantly influenced other consumer electronics purchases.
  • The price of a cell phone was widely considered to be a less important buying factor than rate plans, coverage area, and mobile phone product quality.

The full report is available at M. Lentini



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