We Like 'em Cheap and Easy - yet StylishAccording to a study by J.D. Power and Associates price and style are the biggest factors that sell cell phones, not advanced features.
Is there something genetically ingrained about how we like our cell phones? Newer and better features like email and MMS messaging are growing in popularity, but despite the fact that people are using them, they're not the reason most people buy. A sweeping survey of 18,740 users was conducted in two waves, the first in October 2005 and then again in February 2006. Only 12% responded that they bought their current phone because of features.
Style of phone was the largest single factor in buying a cell phone as answered by 39% of the participants. Getting a free phone was the most important factor in 29% of responses. 16% of respondents said the plan offered through the phone dictated their choice.
Also, according to the survey regular use of MMS messaging is on the rise - up by 29% from the last such survey conducted by JD Powers and Associates. But even after the jump only about 6% of cell phone users actually use their MMS messaging. 19% of respondents said they use the camera phone regularly which is up from 14% in the last survey. Ease of use is cited as one of the most important factors in cell phone choice. People want to access any special service or feature offered by their phone in only two clicks or less.
So much for G3, Bluetooth and those other features we see sprawled across cell phone feature bullet points. Maybe they should all just say the same thing - cheap, dumb and easy.