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What Influences Mobile Phone Buyers?

This month we examine the purchase process and what influences consumers when they select cell phones.

Convenience of the store location is by far the most important reason for consumers when deciding where to purchase their mobile phones; 41 percent ranked that their top criterion.

Only nine percent of new phone buyers selected the model of phone first and then found a carrier that offers it. Phone buyers, in general, are either staying with their current carrier or selecting a new carrier before deciding which phone to buy.

While one-quarter of phone purchasers paid the regular price of the phone, 20 percent received the phone free from the carrier.

Consumers were most likely to be influenced by a display or demo in the store or store personnel recommendations when selecting a phone.

Consumers mention “phone capabilities” more often than any other motivator for selecting a phone. Brand, appearance, and design were also strong motivators. Other findings:

Phone purchasers are most likely to select a distribution channel that is convenient to where they live.

Consumers are more likely to decide first on the carrier and then on the brand when purchasing a phone.

Only one-quarter of phone buyers pay the regular price for the phone. Most consumers receive the phone for free or have some kind of special or rebate associated with the price of the phone.

The top influencers for selecting a phone occur in the store, with purchasers seeing a display or demo or store personnel recommending the phone. And purchasers are most likely to be motivated by the phone’s capabilities when selecting a phone.