Wireless and Mobile News was able to obtain a copy Goggle's Sales Presentation "Wireless Shoppers: How Consumers Shop for Phones and Wireless Service," with research from Compete. Most wireless buyers go online to research purchases and they don't spend a lot of time researching before buying. Buyers start off uncertain, then research before they buy online whether they buy the cell phone in the store or not. Online researchers/searchers tend to buy more sophisticated phones.
Phone Purchase Decisions Are Fast
75% of buyers spend less than one week researching
- 35% less one day
- 21% 1-2 Days
- 19% more than 2 days less than 1 week
- 15% 1-2 weeks
- 5% 3-4 weeks
- 5% longer than month.
Good News for Wireless and Mobile News' Review of Reviews:
78% of all wireless buyers go online to research
49% conduct online resarch only
29% both online and offline research
22% offline research only
There is an opportunity to influence what brands consumers purchase,as a big portion of the market starts out undecided. In relating to the certain choices due to carrier or handset maker.
- Wireless Carrier- 38% didn’t know exactly, 62% knew exactly.
- Handset Maker - 79% didn’t know exactly, 21% knew exactly.
Nearly half of wireless buyers base their purchase decision primarily on the service carrier
Basis of Purchase decision:
- 48% Based on carrier
- 28% Based equally on phone and carrier
- 24% Based on phone
The Reasons Why Buyers Buy Online
- Easier 51%
- Shipped to me 45%
- Special deal online 45%
- Better price 43%
- Faster 36%
- Avoid salesperson 25%
- Better selection 20%
The Reasons Why Buyers Buy In-Store
- Needed phone now 42%
- Talk to salesperson 41%
- Needed to hold phone 36%
- Faster 29%
- Easier 29%
- No shipping cost 21%
- Special deal in store 19%
- Was in store already 19%
Only 6% of wireless sales are made online while 74% of in-store buyers conduct research online.
Searchers are high-end customers. They seek more functionality, are specific about the handset and spend more money on their phones an therefore more valuable customers notes the study.
Searchers vs. Non-Searchers
Price of Phone
- 27% of searchers bought a phone for over $100
- 20% non-searchers bought a phone for over $100
Functionality
- 33% of searchers bought a phone for more functionality
- 22% of non-searchers bought a phone for more functionality
In other words, more wireless carriers and mobile phone retailers should advertise on Google search!
Source: Wireless Shoppers Study, Google & Compete