With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them? In this regard, “Google and Compete released a research study, “Wireless Shopper 2.0,” ” which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in purchase process. Key consumer findings revealed that today’s wireless shoppers are: Open to Switching: At beginning, 42% didn’t have a specific carrier preference, while 78% didn’t have an OEM preference; Reeled in by Features, 45% bought new smartphone, while 22% bought because they “had to have” new phone; Reliant on Search: 62% consumers who searched for a newly launched mobile device purchased one, and average consumer conducts 13 searches throughout purchase process.
In an increasingly competitive marketplace, these behavioral insights indicate the importance of having a comprehensive digital marketing strategy to bridge the gap between queries and sales,” revealed Google.
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