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A Best Buy Mobile study found that while
nearly one in four shoppers (23 percent) made their mobile phone
decision based on the mobile phone device itself, the majority of
respondents (67 percent) selected carriers as their main purchasing
influence.
They also found more than half of
American mobile phone owners do not know the month and year when their
current mobile phone contract expires. Only four in 10 say
they received a reminder notice that their contract was about to expire,
leaving many consumers in the dark about upgrade eligibility and the
plan options available.
The survey, conducted for Best Buy Mobile by GfK Roper, sheds light on
consumers’ knowledge and shopping habits around mobile plans, devices,
technology and accessories.
One in 10 selected a mobile phone based on the operating
platform, such as Google’s Android or Apple’s iPhone platforms.
Survey respondents also noted that they expect multimedia capabilities
as a primary function on a mobile device, though content interests
differ:
-
45 percent look for multimedia capabilities including music, video and
camera. - 32 percent look for GPS navigation.
- 29 percent want to replace landline phone.
- 26 percent want to be able to access social networking sites.
- 26 percent want to be Wi-Fi enabled.
- 15 percent want to make eCommerce purchases from their mobile devices.
- 15 percent want to be able to download a movie.
- 14 percent want to be able to play games from their smart phone.
Best Buy Mobile has launched an Upgrade Checker campaign.
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