39% of cell phone buyers research phones on the internet

39% of cell phone buyers research phones on the internet 7.14.2008 [more ]
People take advantage of the internet to explore cell phone options
(39% do) and within this group, many report that something they found
online influenced the choice they made. At the same time, perhaps
because a cell phone has a plethora of technical features, people are
drawn to expertise associated with traditional gatekeepers, according to Pew Internet Project.
More people consult a salesperson (59%) or go to a cell phone store
(46%) than use the internet (39%) when considering a cell phone
purchase. Among those using the internet to gather information, 76% go
to websites of cell phone manufacturers or phone companies. Among those
who need to troubleshoot a phone once they’ve bought it, most use the
owner’s manual (68%). Just 11% of online users consult the internet to
address the problem and 7% look for experiences of others that might be
posted online. Nonetheless, cell phone buyers carefully scrutinize
their choice even as they rely on traditional sources of expertise.
Some 59% of those who use the internet to get information use websites
to compare features of cell phones and half read reviews of cell phones
on websites or blogs.

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