Media Influence on Consumer Choice: Mobile/Wireless Phones

Published by: Ad-ology

Published: Sep. 29, 2008 - 49 Pages


Table of Contents


I. Executive Summary

II. Survey Findings

III. Consumer Spending

IV. Methodology+Definitions

TABLE OF FIGURES

1. Percentage of U.S. Adults That Have Purchased a Mobile/Wireless Phone Recently

2. Demographic Analysis of U.S. Adults That Have Purchased a Mobile/Wireless Phone Recently

3. Preference of Purchase Location (U.S. Mobile/Wireless Phone Purchasers 18+)

4. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers (18+) That Prefer to Purchase Online

5. Factors that Are Most Important in Product Purchase or Location of Purchase (U.S. Mobile/Wireless Phone Purchasers 18+)

6. Factors that Are Most Important in Product Purchase or Location of Purchase by Age of U.S. Mobile/Wireless Phone Purchaser

7. Factors that Are Most Important in Product Purchase or Location of Purchase by Gender

8. Factors that Are Most Important in Product Purchase or Location of Purchase by Ethnic Group

9. Factors that Are Most Important in Product Purchase or Location of Purchase by U.S. Region

10. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Who Consider Price More Important than Product Quality

11. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Who Consider Product Quality More Important than Price

12. U.S. Mobile/Wireless Phone Purchasers (18+) Significantly Influenced by Information/Advertising from Online Media

13. U.S. Mobile/Wireless Phone Purchasers (18+) Somewhat or Significantly Influenced by Information/Advertising from Online Media

14. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Social Networking

15. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Online Video

16. U.S. Mobile/Wireless Phone Purchasers (18+) Significantly Influenced by Information/Advertising from Traditional Media

17. U.S. Mobile/Wireless Phone Purchasers (18+) Somewhat or Significantly Influenced by Information/Advertising from Traditional Media

18. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Newspapers

19. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Television

20. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Radio

21. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Direct Mail Advertising

22. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Magazines

23. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Out-of-Home Advertising

24. Percentage of U.S. Mobile/Wireless Phone Purchasers (18+) Influenced by Sports Sponsorships

25. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Who Consider Sports Sponsorships Somewhat or Very Important

26. Demographic Analysis of U.S. Mobile/Wireless Phone Purchasers Influenced by Cause Marketing

CONSUMER SPENDING FIGURES

1. 2007 US TV Market Comparison of Consumer Spending on Telephone services for mobile phones (Estimated Total per Market)

2. 2007 US TV Market Comparison of Consumer Spending on Telephone services for mobile phones (Estimated Average Per Household per Market)

3. 2007 US Consumer Spending on Telephone services for mobile phones by Life Stage Cluster"

Abstract

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.

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