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Strategy Analytics profiles handset buyers
Posted: 11-Mar-2008 [Source: Strategy Analytics]

[Strategy Analytics finds brand recognition and price were the top two purchase influences by gender on handset purchases.]

Boston -- A study of the differences between buyers of top selling handsets is discussed in the latest Strategy Analytics report, "Buyer Profiles of the Top 50 Best Selling Handsets in the US." This research examines some 9000 buyers of handsets over the first three-quarters of 2007, and profiles buyers of the top 50 handsets by examining extensive buyer demographic and usage data for each model.

According to Barry Gilbert, author of this study, "Insights on cellphone buyers based on handset model choice is an extremely valuable tool for both handset OEMs and the operators who sell the majority of these devices."

There were about 250 handsets marketed during the study period, from low end basic phones to smartphones; and the top 50 represented approximately half the total volume in the US marketplace.

* Motorola dominated the US landscape with the greatest number of top selling devices, representing 50% more than its nearest competitor, Samsung;

* while female buyers tended to rate various device characteristics more favorably than male buyers, they were somewhat more sensitive to price

* male buyers tended to be more influenced by reviews in magazines, while female purchasers were more influenced by word-of-mouth suggestions

Purchase Influences by Gender on Device Purchase Based on a 1-5 scale, 1=low influence on purchase, 5= high influence

Store Employee - Male 2.5, Female 2.3

Brand Recognition - Male 3.7, Female 3.7

TV Advertising - Male 2.2, Female 2.1

Newspaper/Magazines - Male 2.2, Female 1.8

Family/Friends/Colleagues - Male 2.7, Female 2.8

Price - Male 4.0, Female 4.1

Reviews In Magazines - Male 2.5, Female 2.0


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