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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…
[Via: CellularNews]
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
