Juicy Cell Phone Facts That Will Ring in your Head

Today I’d like to share with you some rather surprising mobile industry data conducted by Princeton Survey Research Associates International between August 3 to September 5, 2007, among a sample of 2,400 adults, 18 and older. I’m not sure what you’ll be able to do with it, but nonetheless this is some juicy data for sure.

41% of cell buyers said they spend less as a result of information they got online.

Among those who have purchased a cell phone in the prior year, here is how they did their research before the purchase:

• 59% asked an expert or salesperson for advice.
• 46% go to one or more cell phone stores.
• 39% use the internet.

Among the two-fifths (39%) of people who use the internet for their background research on a cell phone purchase:

• 76% go to website of cell phone manufacturers or cell phones.
• 59% use websites that compare cell phone features and prices.
• 50% consult reviews of cell phones on websites or blogs.
• 7% post queries in chat rooms or on listservs seeking information on cell phones.

When asked to think about the impact online resources had on their cell phone purchase, here is what cell buyers who used the internet in their research said:

• 46% said online information had a minor impact.
• 27% said online information had a major impact.
• 27% said online information had no impact at all.

For cell phone buyers who use the internet for research, it had a variety of impacts. Among the 39% of cell phone buyers who use the internet for their background research:

• 48% said it changed the model or brand of cell phone they bought.
• 43% said online information led them to get a phone with more features than otherwise would have been the case.
• 41% said online information helped them spend less on their cell phone.

In general, 49% of cell phone buyers who used the internet in their research say an online source mattered most compared to 46% who said something found offline made the most difference.

In balance, users are generally satisfied with the cell phones they buy. Three-quarters (78%) of cell buyers said they felt they had the right amount of information in considering their purchase and 87% are either somewhat or very satisfied with the cell phone they bought. After people buy their cell phone, post-purchase online chatter is minimal, as only 11% look online for information on how to use their phone and 4% post a rating of their new device online.
http://www.pewinternet.org/pdfs/PIP_Consumer.Decisions.pdf