A recent survey of nearly 3,000 American consumers had interesting findings for those in the cellular service industry. This survey, which was conducted in 2009, also compiled online data about search activity, the rate of completed sales, and behavioral data. These controversial results revealed interesting data, like the fact that nearly half of all shoppers enter the wireless marketplace with no idea of which provider they would prefer (42%), and an even more shocking 78% of shoppers had no preferred device until after shopping.
From the 42% of people surveyed who were unsure which provider they would select, 26% of those people selected a new carrier for their cellular service. Of the 26%, three percent were first-time cellular users, and changed providers from nothing to a given carrier.
What makes people purchase new cellular devices? 59% reportedly are interested in upgrading, replacing, or changing plans, with a current provider. Of those 59%, about half ended-up paying for a better upgrade, rather than accepting the free bi-annual upgrade. 13% changed phones for a particular model that had been advertised; they claimed it was “necessary.” While 30% explained that their current features were no longer acceptable, and it was time to upgrade.
2009, as compared to 2007 and 2008, saw a dramatic surge in consumer interest in devices, rather than in the particular service package and plan.
63% of all of the surveyed cellular users admitted to researching their purchases extensively online before entering the first wireless store. Another 29% completed their transactions through the internet. Nearly 60% of consumers went online to compare features, whereas only 56% went online to compare prices of different devices.
According to a study completed by Google & Compete, 45% of shoppers spent less than two days doing research and comparing products before purchasing. Most shoppers fell somewhere between two days and a month, with just nine percent shopping around for more than a month.
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