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News Release from: Strategy Analytics
Edited by the Electronicstalk Editorial
Team on 06 January 2006
Report analyses wireless buying trends
A new report analyses the reasons for US and Western Europe wireless device purchases, including motivating factors for future device purchases.
Strategy Analytics, the global research and consulting company, has published "Motorola style seeker unlikely to repeat purchase while Sanyo in US and SEMC in Europe capture technophile early adopters", from its Advanced Wireless Laboratory service This report analyses the reasons for US and Western Europe wireless device purchases, including motivating factors for future device purchases
This article was originally published on Electronicstalk on 4 Nov 2005 at 8.00am (UK)
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With "style/design" and "brand" being the two most important purchase decision factors, Motorola leads the way in terms of style, with trend-setting devices like the V3 RAZR.
Meanwhile, Nokia is still the most trusted brand in both the US and Western Europe.
However, when asked about purchase priorities for future device purchases, style/design ranks fifth in the US and sixth in Western Europe, behind price, ease of use, battery life, display and sise or weight.
"Iconic designs such as the V3 RAZR have propelled the MOTO brand to the top of the style-conscious consumers personal priority list", according to Paul Brown, Analyst, Advanced Wireless Laboratory.
"However, Motorola users in Western Europe report the lowest level of repeat purchase intention among the top six brands".
Nokia users demonstrate the strongest brand loyalty in Western Europe, with 70% claiming that their next device will definitely or probably be another Nokia.
"Technophiles in Western Europe prefer Sony Ericsson, while those in the US prefer Sanyo brand products", David Kerr, Vice President of the Strategy Analytics, Global Wireless Practice, commented.
"Sony Ericsson has firmly re-established its dominance as a technology innovator, with 49% of users in Western Europe choosing SEMC due to its feature/technology offerings".
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