WDSGlobal is out with a study that shows consumers purchasing decisions of mobile phones are overwhelmingly made on price, not on the product’s brand. Apparently, 49% of consumers cited price to be the most important factor and only 7% based their purchase on the phone brand.
Other findings include:
- Consumers don’t care about the design as much, as only 10% of them [consumers] chose a phone based on its design.
- The differentiator is increasingly seen in the data features, applications and functionality of smartphones: 34% of consumers cited this as most important when purchasing a handset.
- 24% of consumers had problems setting up email, and 17% experience problems setting up the internet on their device — issues that frequently lead to service abandonment. 8% of consumers give up on a service without trying to find a resolution, and 29% do not think any of the support services available to them are effective.
- The key to improving brand equity lies in the control and delivery of the user experience. In that sense, WDSGlobal thinks that OEMs and operators need to focus on all touch points that influence user experience. Only when every stage of the customer lifecycle is optimized, OEMs and operators can improve brand equity.
And you can get additional information from WDSGlobal’s website.