The awareness and momentum behind smartphone trade-ins is growing in the U.S. According to a new NPD Connected Intelligence report, Trade In, Trade Up, Trade Out, more than 60% of smartphone consumers are aware of their trade-in options for a new device and 55% of them plan to take advantage of it the next time they upgrade.
Currently, only 13% of smartphone owners say they traded in their last mobile device, but the growing awareness and trade-in options have the potential to shift carrier and retailers loyalty. Among smartphone consumers, 30% said they would switch carriers if a different carrier offered a better trade-in deal, and almost 62% said they are willing to go to a different retailer (but not necessarily switch carriers) for a better trade-in price.
“Trade-ins, in their many variations, are the new competitive battlefield for carriers, retailers and OEMs,” said Eddie Hold, vice president of Connected Intelligence. “Consumers are embracing these smartphone trade-in options and open to alternative models in return for a better trade-in value. This means that the consumer may not necessarily shop at the carrier store for their next device, but instead may look to big box retailers if the trade-in price is right”
To learn more about smartphone users, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: "Trade In, Trade Up, Trade Out: Connected Intelligence." The NPD Group. 5 Aug. 2013. Web. 17 Aug. 2013.]