How and Why Consumers Choose a Smartphone
Mashable releases a very interesting Mintel study on the various factors that influence smartphone adoption and consumer purchases.
What differentiates the mobile phone market from other consumer electronics and personal computer segment is the speed at which users replace these devices. In Mintel’s consumer survey, 24% of respondents who own a mobile phone say they replace their phone at least every other year
What features drive users to upgrade their device?
4G, Video Calling, Large Screens and GPS
Where are these purchases being made?
As with other types of commerce, cellphones are increasingly purchased online.
Retail is still important though.
Unsurprisingly, Google and Apple are the biggest names in the smartphone space. With Android, Google has leapfrogged the competition in terms of market share, but Apple continues to be the most popular device maker.
When it comes what types of users flock to different platforms, consumers aged 18 to 24 are more likely to own an Android device, whereas consumer 25-34 are more likely to own an iPhone. Consumer over 35 are more likely to own a BlackBerry.
When it comes to desire, however, nearly every age bracket most desired an iPhone. The one exception? Consumers 55 and up. They want Android. The BlackBerry might not be the most desirable phone on the block, but it maintains a big lead in households with at least one child.
Are Smartphones mainstream now?
Smartphone adoption is increasing, but there are still some factors that prevent the sector from taking over cellphone ownership as a whole.
Older consumers, particularly those in the Baby Boomer generation, are more likely to be uninterested in owning a smartphone. For many individuals, the value add and need just isn’t there. Mintel sees this as a huge opportunity for marketers, and we agree.
Still, as technology becomes more affordable, connectivity becomes more ubiquitous and ownership becomes more expected, smartphone ownership will make its way into the mainstream.
full article: Mashable ~ http://goo.gl/xdqAd