With 90% of likely mobile phone purchasers in 2010 planning to purchase a Smartphone, how will the new Android operating system and Google Nexus One fare?
Horsham, PA – January 6, 2010–Phoenix Marketing International surveyed consumers around their awareness of, satisfaction with, and future purchase plans for mobile phones. The good news for US wireless providers is that nearly 70% of consumers plan to purchase a new mobile phone in the next 12 months with 90% of these folks planning to purchase a smartphone.
“The recent addition of the Android operating system into the marketplace and associated 20 new handsets coming to market, give consumers a plethora of smartphone devices from which they can choose” said John Schiela President of Phoenix Marketing International’s Converged Technology and Media Practice. “It is too early to forecast the impact on the market leading RIM BlackBerry and Apple iPhone phones. However, with consumers needing to purchase costly data plans to use their devices, the wireless service providers will be winners regardless of the device purchased.”
More than half of all likely mobile phone purchasers plan to acquire a BlackBerry or iPhone within the next 12 months, with those over 35 years of age more likely to choose a BlackBerry device over the iPhone. Interestingly, just 14% of current mobile phone subscribers indicate they would be likely to switch to a new service provider in order to get the smartphone of their choice.
With only a 6% top of mind consideration for HTC, the manufacturer of Google’s Nexus One; Nexus One’s direct sales will rely on the untested power of the Google brand in the consumer electronics hardware market.
“Nearly 80% of smartphone buyers report the price of the phone to be their major purchase consideration, “ said Schiela, “ and so despite the freedom to select a service provider separately from the phone, a $529 price tag for a direct sale of Google’s Nexus One may prove to be a hard sale among price-conscious consumers.”
For more information on Phoenix’s Smartphone Market Pulse Study please call 215-395-6655 or email: ctm@phoenixmi.com
About The Phoenix Converged Technology and Media Practice
The Phoenix Converged Technology and Media Practice is a division of Phoenix Marketing International, one of the fastest growing marketing services firms in the United States and partner to many of the largest companies in the financial services, technology and telecom, consumer package goods, automotive, and travel and leisure industries worldwide.
Phoenix Marketing Contact:
John Schiela
Converged Technology and Media Practice
215-392-0264
John.Schiela@phoenixmi.com
Edye Twer
Converged Technology and Media Practice
215-392-0263
Edye.Twer@phoenixmi.com
