Consumers bedeviled by smartphone features, variety, prices

Confusion about next-generation mobile technology, the shopping experience and the price pose significant obstacles for U.S. adults planning to purchase a smartphone in the next 12 months according to a new study commissioned by big-box electronics giant Best Buy and conducted by research firm GfK Roper. While the survey found that one in five American adults currently owns a smartphone, a sizable segment of consumers in their 20s and 30s plan to upgrade in the year ahead--however, 47 percent of adults who do not yet own a smartphone say they are confused by the variety of models and features, 39 percent say they hate shopping for electronics products and 64 percent believe smart devices are too expensive.

Among current smartphone owners, GfK Roper found that consumers place the most value on mobile web access, messaging and photo capabilities. Fifty-eight percent indicate it's important to be able to listen to music on mobile phones, 41 percent say it's important to engage in mobile social networking and 39 percent place a premium on mobile gaming. Seventy-one percent of women said sending text messages is "very important," compared to 46 percent of men--in addition, 55 percent of women said snapping photos is "very important," compared to 30 percent of men. GfK Roper adds that in virtually every case, women placed a greater value on mobile applications and features than men, with the exception of calendar applications that synchronize with PCs--46 percent of male consumers deemed such a feature very important, in relation to 39 percent of women.   

Of all American consumers with mobile phones, 62 percent told GfK Roper they use text messaging features, citing convenience and efficient communication. Thirty-seven percent say they turn to texting to avoid long or tough conversations, and 27 percent text because they dislike talking on the phone. One quarter believe texting is a great outlet for flirting. One in four consumers admit to reading someone else's text messages without permission, and 23 percent confess to texting while intoxicated.

For more on the Best Buy/GfK Roper survey:
- read this release

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