iPhone in Class by Itself – Shoppers Tend Not to Cross-Shop Other Handsets

October 26, 2007

This article is included in these additional categories:

Media & Entertainment | Retail & E-Commerce | Technology | Telecom

The iPhone is among the foci of a Compete, Inc. study of consumer online shopping and browsing behavior – specifically regarding wireless-device demand, pre-purchase cross-shopping patterns, and consumer attitudes toward entertainment and productivity-oriented devices.

Among the key findings regarding iPhone and smartphone online shoppers:

  • Measured by consumer interest, the iPhone was the biggest handset launch ever:
    • The iPhone drew 20 times more interest than the average phone launch.
    • It drew higher volumes of shoppers than either the Xbox 360 or Nintendo Wii at the height of their respective launches.

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  • Apple’s site was the biggest beneficiary of traffic from searchers whose search words contained “iphone”; it was followed by everythingiPhone and engadget.

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  • Consumers evaluating iPhone are only half as likely as to cross-shop other phones as the average wireless consumer. When they do consider other phones, they gravitate toward smartphones and music phones:

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  • More than 50% of Palm and Windows Mobile smartphones users rely on their devices primarily for personal use.

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  • Consumers of advanced wireless devices consider web or internet access (68%) the most important feature on smartphones, and are least interested in mobile TV (17%).

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“The iPhone represents an important milestone in the evolution of consumer attitudes and behavior towards advanced wireless devices and services,” said Adam Guy, Compete’s general manager of telecommunications and media.

“As the mass market continues to adopt increasingly advanced technologies, players throughout the wireless value chain will find new opportunities to offer dynamic and flexible products.”

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