If the rapid growth rate for mobile phone purchases in the US has leveled off, manufacturers and wireless operators can continue to boost profit by marketing to the latest trends. Reports by both J.D. Power and Associates and the New York Times indicate the following:
- Consumers are paying an average of $101 for mobile phones and these higher price points seem to be linked to new functionality such as data-readiness. Smartphones now have over 6.3% of the market.
- J.D. Power and Associates notes that consumers look for key features in handset functionality such as: design (24%), ease-of-use (22%), features (20%), durability (19%), and battery life (15%)
- The New York Times (and Nielsen Research) reports that women appreciate the following handset features: Wi-Fi capable 14%, keyboard, 14%, price 14%, styling 12%, brand/reliability 7%, ease of use 7%, touchscreen 4%, size/weight 6%
- Women who use smartphones for pleasure: 2/3’s. Men who use smartphones for pleasure: 42%
Share these trends with your clients and pitch a new campaign based on features.
Holson, Laura, “Smart Phones Now Ringing for Women,” New York Times, 6.10.2008
J.D. Power and Associates, June 2008 release