What smartphone buyers want | WARC | The Feed

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