Analyze this
Ease of use, long battery life and a trusted manufacturer are the top three purchase priorities of phone buyers in both the US and Western Europe, suggests a recent report by Strategy Analytics Wireless Device Lab.
While strong coverage and a phone that fits well in the pocket are the other key criteria for US buyers, those in Western Europe often also tend to look for a phone that is lightweight.
Paul Brown, a director at the Strategy Analytics User Experience Practice, noted that "although larger screen devices provide a better multimedia experience, it is important that the boundaries of display size are not pushed too far, and that devices remain ‘pocketable', as well as remaining comfortable to use both one-handed and two-handed."
Studying purchase priorities from 2006 to 2010, Brown noted that interest in an eco-friendly phone has dropped considerably. "In 2010, 26% of respondents in Western Europe said they would be looking for an eco-friendly phone, down from 39% in 2008." While a long battery life has been the most important priority for respondents in Western Europe every year, he pointed out that "the weight of a phone has risen in importance, rising steadily since 2008."
Revealing specific insights into buyer priorities in the UK, Brown observed that "O2 respondents in the UK show above average interest in a lightweight phone, while Orange respondents exhibit above average interest in having a phone that is on the same network as friends or family, and having strong network coverage where they live.
"T-Mobile users place a greater importance in a phone that allows them to download applications and has an OS of their choice for their next device. Vodafone respondents in the UK show above average interest in getting the cheapest phone available for their next phone."
The report found that smartphone owners are the most demanding when it comes to purchasing a new device. Smartphone respondents are looking for new features that their current device does not have, and they want this to be provided by a trusted manufacturer.
Brown added: "The ability to personalize their device to their needs also has a high priority amongst smartphone owners, with the ability to download applications rated much higher than non-smartphone owners, allowing them to have expanded capabilities on their device."
The report assessed the importance of 18 high-level factors that consumers consider when purchasing a mobile phone. An online survey was conducted with phone owners in the US and Western Europe, and was then weighted based on age, carrier and device brand.
