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Smartphone Purchasing Behavior

With the share of smartphones increasing, it is worthwhile to examine the purchasing behavior of smartphone buyers compared to non-smartphone buyers.

While just over half of cell phone buyers stay with their current carriers, smartphone buyers are more likely than non-smartphone buyers to select the phone model first and then decide on a carrier.

About 40 percent of smartphone buyers pay the full price for the phone, however, this includes iPhone buyers who were not offered any discount associated with the phone. Almost one-quarter of non-smartphone buyers receive the phone free from the carrier.

The in-store experience is a strong influence when a consumer is purchasing a phone. However, the strongest influences for a smartphone buyer is recommendations from friends and relatives; based on these recommendations, the smartphone buyer is probably likely to have a specific model in mind before getting to the store. In addition to recommendations, smartphone purchasers are heavily influenced by consumer reviews and advertising.

Overall, the most important motivators when buying a cell phone are the phone’s capabilities and the brand, especially among smartphone buyers. Almost half of smartphone buyers want an attractive, cool phone with the latest technology. Non-smartphone buyers are more interested in a flip phone, a design that not is available with most smartphones. This group is also motivated by other attributes not associated with smartphones – such as being lightweight, small in size, and inexpensive.

There are distinct differences between smartphone and non-smartphone buyers.

Smartphone buyers appear to put more thought into the phones they are going to buy prior to purchasing the phones, compared to those who don’t purchase smartphones. Also, smartphone buyers do not only look to recommendations from friends and family; they research products on their own, turning to consumer reviews and ratings. Smartphone buyers are willing to pay the full price of the phone in order to have a phone with the latest technology and the capabilities they need. Non-smartphone buyers are less likely to pay full-price for the phones they purchase, and are most concerned with the phone’s capabilities, brand and having a phone that can be closed (flip phone).