Media Influence on Consumer Choice: Mobile/Wireless Phones

Recent Consumer Electronics Association reports that household penetration of cell phones is reaching a saturation point, with more than 80% of Americans now owning a cell phone. However the availability of new phones - including smart or 3G phones - that feature texting, mobile video and full web surfing capabilities means the market for mobile phones continues to be lucrative.

This survey studied consumer behavior and attitudes toward researching and purchasing mobile and wireless phones.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on mobile phone purchases, and reveals significant influence by online sources. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Online media covered: Email, Health Web sites, Store/Pharmacy Web sites, News Web sites, Online Yellow Pages, Search Results, Sports Web sites, Online Video. Social media types covered: Blogs, Forums, Negative Comments, Positive Comments, Product Reviews, Social Networks. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, Television, Yellow Pages.

Many factors play a role in mobile phone choice and the report examines the importance of factors like product quality, coverage area, price, brand name, service plan, product variety and product availability.

The report also offers insights on how receptive consumers are to buying mobile/wireless phones online as well as demographic breakdowns of recent phone buyers.