The conventional wisdom says that smartphone, tablet and to some extent TV buyers are well informed, and that once they enter the store, they know what they want. That apparently is not the case with a significant percentage of US-based smartphone buyers changing their minds once in the store.
According to recent research conducted by BDS Marketing, 26% of smartphone buyers purchased a different brand of phone once at the store. However, only 11% of tablet purchasers did the same, while 25% of TV buyers ended up purchasing a brand other than originally intended. Moreover, half of the smartphone buyers said they went into the store with a set product in mind, and another 44% had a general idea of what they wanted.
The survey results suggest that the greatest impact on consumer’s decision was price. However, ratings of importance tell a more complete story. Seeing the item in the store was rated highest as a decision factor on a one-to-five scale, followed by receiving a recommendation from a sales associate (13%).
BDS Marketing concludes that the degree of impact may be an area for improvement — while the majority of smartphone buyers (76%) did speak to a sales rep, just over half (53%) received a recommendation from one…