"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? How do marketers influence these purchase decisions?" asks the Google Tech Team, previewing the report.
There are some very interesting numbers in it. Here are a few:
- At the beginning of the purchase process, 42% did not have a a specific carrier preference, while 78% did not have an OEM preference
- 5% bought a new smartphone because they wanted more features, while 22% bought because they saw a new phone they "had to have"
- 62% of consumers who searched for a newly launched mobile device purchased one, and the average consumer conducts 13 searches throughout the purchase process
- There was a 29% increase in the number of online resources used in research
- 63% of people who bought phones in stores researched their purchase online
There is plenty more statistical and visual data within the report. View it here.