What smartphone buyers want | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
What smartphone buyers want
Hardware features remain important when choosing a smartphone, but, around the world, financial and environmental considerations are climbing up buyers’ agendas, new research suggests.
Why it matters
Sustainability is not a primary consideration for most buyers, but an increasing number want the products they purchase to have less impact on the planet and to last longer once made. That’s according to a study across 17 markets by GWI for media platform Teads, reported in ExchangeWire. It has particular resonance as more people are upgrading to 5G-enabled phones.
Key findings
- Asked what would make them more likely to purchase a new smartphone, 43% cited lower cost device/plan as a factor; 22% said this was most important.
- Cashback deals were the second most important factor (13%), followed by warranty/aftercare (11%), innovative hardware (10%) and promotion bundles (8%).
- Just 3% said that recycling solutions were the most important factor, but 60% also said they would pay more for eco-friendly products.
- Two thirds (64%) wanted brands to be socially responsible/eco-friendly and 65% said that durability was an important feature.
Key quote
“With such a variety of factors at play in determining the next smartphone a consumer chooses, our research shows that advertising can have a substantial role to play in communicating key features and benefits to consumers” – James Aylott, SVP Strategic Accounts, Teads.
Sourced from ExchangeWire
Email this content