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Low OEM Brand Loyalty Seen in Recent OEM Sales

Tools

Posted January 9, 2012

 

MCLEAN, Va., Jan 09, 2012 (BUSINESS WIRE) -- Mobile Posse, the leading provider of mobile homescreen messaging, today released details from its "New Handset Owner Research Panel". As part of the company's recently launched Mobile Insights research series, the 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.

Over 100,000 new owners were recruited over a 10-day period. Detailed profiles of more than 12,000 offer insights into purchase intent, prior device ownership, overall device and feature satisfaction.

Device Purchase Intent

-- 43% of respondents were "Decided Buyers," in that they knew the specific model they wanted before it was purchased.

-- 11% of the respondents were "Converted Buyers," in that they had planned on buying another device, but switched at retail.

-- 34% were "Undetermined Buyers," in that they had no specific phone model in mind when they went to the store.

Brand Loyalty

Panelists were also segmented into Brand Loyalists and Brand Switchers, with close to 65% being brand switchers. The survey also uncovered that some of the highest rated devices had 90% of their new customers come from other device makers.

Ranking & Rating Overall Device Satisfaction

Some initial findings from the panel profile included extremely high overall device and feature satisfaction scores from two particular models, the HTC Hero (mean score:4.3) and the Motorola Electrify (mean score:4.4). The lowest scoring models averaged mean scores of 3.8.

"Just in time for CES, 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. "Our New Handset Owner panel expands mobile research capabilities, offering the industry actionable insights for advertising, retail operations, and product development."

Methodology

Built on Mobile Posses active homescreen platform, the New Handset Owner Research Program enables leading carriers and device makers to recruit mobile subscribers through mobile homescreen interactive messages and surveys. Panelists are recruited by a message that appears on the homescreen with 48 hours of ownership. The panelist can then be served an interactive survey that has been cached on the device. Apple handsets were not included in the panel.

The New Handset Owner Panel recruits new members on a daily basis. The panel profile data released today was conducted with new panelists recruited between December 14-19, 2011.

About Mobile Insights

Mobile Posse's Mobile Insights transform the way marketers, carriers, device makers and research organizations learn about consumers, via mobile. The company's MobiSurvey tool and MobiPanel consumer panel of more than 10 million mobile users, offers researchers the only full screen, interactive mobile survey tool that works on both Smartphones and feature phones, with or without a data plan.

About Mobile Posse:

Mobile Posse, Inc. is the leading provider of next-generation mobile marketing, CRM and research solutions for the homescreen. Mobile Posse enables advertisers, content providers, research organizations and wireless carriers to proactively reach consumers through the prime real-estate on the mobile phone. The first company to commercially launch graphically-rich and interactive homescreen programming in North America, Mobile Posse delivers a superior experience for consumers and industry-leading results for marketers. Mobile Posse powers homescreen content and advertising delivery solutions for leading national and regional wireless carriers. Founded in 2005 and privately held, Mobile Posse is headquartered in McLean, VA, with offices in New York and San Francisco. For more information about Mobile Posse, please visit http://www.mobileposse.com .

SOURCE: Mobile Posse, Inc.

        
        PenVine for Mobile Posse 
        Jennifer Schenberg, 917-445-4454 
        jennifer@penvine.com 
        or 
        Melanie Berger, 850-567-0082 
        melanie@penvine.com