35% of customers want the “latest and greatest” device
An interesting new research among 2 million users who have purchased a wireless device has been conducted by Google and Compete. Based on the shopping habits of the end users, the study reveals that 35% of all cell phone purchases are driven by the desire for having the latest and greatest device available on the market. Compared to the last year’s report, there is a 10% increase of the consumers who want a high end device.
The latest study includes some other interesting findings. 19% of all respondents have switched to another carrier because of better terms, and 17% of cell phone users have changed the carrier because of faster and more reliable network. 42% of individuals who purchased a cell phone have been eligible for an upgrade, and nearly 12% of users have reported that they need a new device, because the last is stolen or lost.
Speaking about the buying process, the study reveals that most of the shoppers obtain information about the products through the company’s or other specialized website, and 76% visit two or more sites before the purchase. 30% of the researches are made using a mobile phone, which is an increase of 8%, compared to 2011. Interestingly, 39% of the users check prices at other locations on their smartphones while visiting a retail store.
How do you come up with a decision for a purchase? Are you emotionally driven tempted by the coolest device, or your decision is more practical? Tell us on our Facebook page.