Internet Influencing Cell Phone Purchases

A new study conducted by the Pew Internet & American Life Project shows that information and shops on the Internet are helping a lot of Americans to compare prices, research products, and ultimately make a purchase. However the study also found that few of those purchases are rarely made through an online store. Most people who are on the Internet use it only to research certain products, not to buy them.

The project’s hypothesis followed three popular items – music, cell phones, and the act of either renting or buying a phone – from decision making process to eventual purchase. The study ultimately found a pattern of diversity among Americans connected to the Internet, reporting that they searched in different ways and followed different buying strategies. The study also discovered that over half of all shoppers prefer to get purchasing advice from a salesperson.

Where cell phone buyers are concerned, 46% of them say that they prefer to visit one or more cell phone stores when researching for and preparing to make a purchase. Only 10% say that information found on the Internet significantly aided their decision to buy one. Of that 10%, almost half of them reported that Internet information led them to change the model or brand of cell phone they ultimately purchased; 43% reported that they got a cell phone with more abilities than they intended to because of online research; and 41% reported that they got a more affordable price for their cell phone because of data they discovered online.

Additionally, 7% of people who bought music were influenced by information on the Internet. The results on people who rented or purchased a house last year, 11% of them felt that the Internet played a major role in their decision.

Although many of the people who rented or bought a home, purchased music, or got a cell phone last year, very few admit to being influenced by the Internet, those who were influenced by information garnered online give glowing reviews. Those studied say that being able to research and compare products on the Internet is easier and more efficient.

(May 20, 2008)