Customers Not Convinced of the Benefits of Smartphones

A new MarketStar study indicates that mobile phone consumers are unconvinced of the need to upgrade to a combination device or smartphone, and retail sales associates do not typically mention combination devices to regular mobile phone users.

MarketStar recently surveyed more than 300 mobile phone and combination/smartphone users and found that while consumers are four times more likely to purchase their mobile device at a carrier-owned retail store, only a third reported a sales associate spoke to them about combination devices. Of those who said combination devices were mentioned, the majority of respondents said the sales associate never discussed the differences among various operating systems. Only 15% of mobile phone users were familiar with any combination device platform or operating systems.

"Mobile phone users generally need to be educated about the added functionality that combination devices offer," said Stan Bassett, Vice President of MarketStar Retail. "In-store sales associates are positioned to be a critical component in this process if they are properly trained and coached themselves."

The role of the sales associate is especially important when considering 72% of combination device users did not typically conduct research prior to their purchase.

The study also revealed 42% of mobile phone users have not yet purchased a combination device because they "just want a phone," and are not sold on the additional features. "To convince a typical mobile phone user to upgrade to a combination device requires a coordinated effort between the manufacturers and retailers, from the design to the sales pitch," said Bassett. "

Posted to the site on 7th March 2007