Half of Cell Customers Don’t Know Their Contract Details

Posted by at 1:53 pm on September 2, 2010

According to a recent study commissioned by Best Buy Mobile more than half of American mobile phone owners do not know the month and year when their current mobile phone contract expires. In addition, only four in 10 say they received a reminder notice that their contract was about to expire, leaving many consumers in the dark about upgrade eligibility and the plan options available. The survey, conducted for Best Buy Mobile by GfK Roper, sheds light on consumers’ knowledge and shopping habits around mobile plans, devices, technology and accessories.

“When it comes to mobile solutions available today, many consumers are not armed with the right information to truly get the most out of their mobile phone,” said Shawn Score, president of Best Buy Mobile. “We know that there are customers out there using mobile phones that are four and five years old when they could be using a smart phone. At Best Buy Mobile, we look out for our customers and help them navigate the wide array of choices to help them make an informed decision that fits their lifestyle.”

What Matters Most
While nearly one in four shoppers (23 percent) made their mobile phone decision based on the mobile phone device itself, the majority of respondents (67 percent) selected carriers as their main purchasing influence. One in 10 selected a mobile phone based on the operating platform, such as Google’s Android or Apple’s iPhone platforms.

Survey respondents also noted that they expect multimedia capabilities as a primary function on a mobile device, though content interests differ:

  • 45 percent look for multimedia capabilities including music, video and camera
  • 32 percent look for GPS navigation
  • 29 percent want to replace landline phone
  • 26 percent want to be able to access social networking sites
  • 26 percent want to be Wi-Fi enabled
  • 15 percent want to make eCommerce purchases from their mobile devices
  • 15 percent want to be able to download a movie
  • 14 percent want to be able to play games from their smart phone

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