Mobile Posse, a provider of mobile home-screen messaging, announced the results of its “New Handset Owner Research Panel,” as part of the company's recently launched Mobile Insights research series.
New Handset Owner Research Panel provides access to handset purchasers, within just 48 hours of new device activation. Panelists are recruited daily and represent more than 100 devices, including Smartphones and feature phones, across 10 different device makers, the company said. Apple devices are not included in this program.
Based on the panel profile data with new panelists recruited December 14 -19, 2011, HTC (News - Alert) and Motorola top in customer satisfaction. While HTC Hero procured a mean score of 4.3, Motorola Electrify scored 4.4. The lowest scoring models averaged mean scores of 3.8.
Mobile Posse has divided mobile device buyers in three different categories, based on their purchasing decisions.
Among these, 43 percent of respondents were “Decided Buyers,” in that they knew the specific model they wanted before it was purchased. Only 11 percent of the respondents were “Converted Buyers,” in that they had planned on buying another device, but switched at retail. However, 34 percent were “Undetermined Buyers,” who had no specific phone model in mind when they went to the store.
Panelists were also categorized into Brand Loyalists and Brand Switchers with 65 percent of them being brand switchers.
The survey also found that some of the highest rated devices had 90 percent of their new customers coming from other device makers.
“Just in time for CES (News - Alert), Mobile Posse’s New Handset Owner Research Program offers researchers access to the pulse of the new mobile handset owner in the world's biggest consumer electronics category: mobile handsets,” said Greg Wester, executive vice president of Mobile Posse, in a statement. “Our New Handset Owner panel expands mobile research capabilities, offering the industry actionable insights for advertising, retail operations, and product development”.
The company claims that over 100,000 new owners were recruited over a 10-day period. The detailed profiles of these mobile owners can be leveraged to gain insights into purchase intent, prior device ownership, overall device and feature satisfaction.
The New Handset Owner Research Program is built on Mobile Posses active home-screen platform, and allows leading carriers and device makers to recruit mobile subscribers through mobile home-screen interactive messages and surveys.
Research and Markets, in their latest “Global Mobile Phones” report said the global mobile phones market had total revenues of $132.5 billion in 2010, representing a compound annual growth rate (CAGR) of 10 percent between 2006 and 2010.
Market consumption volumes increased with a CAGR of 9 percent between 2006 and 2010, to reach a total of 1.3 billion units in 2010, the report said.
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Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.Edited by
Jennifer Russell
