Sixty percent of U.S. consumers responding to a YouGov survey said that a good experience with a brand is influential in their choice of a new cellphone.
Previous experience easily outdistances price (51%) and value for the money (50%) as key factors. That’s not surprising, considering the maturity of the smartphone market.
The survey found that consumers ages 18- to 29-years-old are less likely than middle aged (45 years-old to 64 years-old) and older (65 years-old and older) shoppers to emphasize the top three buying priorities. An example cited by YouGov is that only 53% of the youngest group cited previous experience with a brand an influential factor compared to 70% of the 65 years-old and older cohort.
Other interesting takeaways are that younger consumers are more influenced by recommendations and reviews (31% of the youngest group compared to 28% of the oldest).
The top three decision criteria were way ahead of the others. While there was a 10% gap between the first and third factors, there was a 17% gap between the third and the fourth.
The list of factors:
- Previous good brand experience: 63% overall (highest at 70% in 65+ age group)
- Good deal on price of the phone: 56% (61% in 65+ in age group)
- Value for money: 53% (56% in 45-64 and 65+ age groups)
- Good deal on plan/contract: 36% (43% in 65+ age group)
- Heard/read good things about it: 25% (31% in 18-29 age group)
- Recommended by family/friends: 21% (24% in 18-29 age group)
- Exclusive promotion/offer: 20% (23% in 30-44 age group and women overall)
- Trade in scheme: 14% (18% in 65+ age group)
- Ability to use a live demo of the phone: 8%; (12% in 18-29 age group)
- Saw an advert for the phone/brand: 7% (11% in 18-29 age group)
- In store sales assistant recommended: 6% (8% in 18-29 age group)