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Blogs are Influencing Mobile Phone Buying Behaviour

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A survey of US consumers has found that a majority (60.5%) who buy a mobile phone had their choice influenced by online product reviews and user comments. Nearly 30 percent also rated information from blogs with the same level of influence.

"This is the modern day version of €˜word-of-mouth' advertising," said C. Lee Smith, president and CEO of Ad-ology Research. "Advertisers have always known the immense value of positive €˜word-of-mouth'. Now consumers have a whole world of opinions and reviews available online, and this survey shows how much they value that kind of information."

Other key findings from the survey:

  • Consumers who rated online blogs and reviews highly tend to be younger (18 to 34 years old) and have average or higher than average incomes.
  • Television, newspapers, and direct mail advertisements were among the most influential traditional media for recent mobile phone buyers.
  • 26.3 percent of consumers surveyed indicated they prefer to purchase mobile/wireless phones online instead of in person/at a store.
  • Survey respondents also revealed product reviews, user comments, and blogs significantly influenced other consumer electronics purchases.
  • The price of a cell phone was widely considered to be a less important buying factor than rate plans, coverage area, and mobile phone product quality.

The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

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