Cell Phones: Use New or Existing Brands?
More than Half of U.S. Adult Cell Phone Users Have No Preference; Almost two-thirds believe that more choice will lead to product innovation
Today, consumers typically sign up for cellular service and then select a phone made by a cell phone manufacturer.
But soon, service providers may start offering their own brand of cell phone. Would consumers select these phones, or want to stay with the brands they know? Even if there is no charge?
Cell Phone Choice is good
About two-thirds (64%) of U.S. adult cell phone users agree that more competition among cell phone manufacturers will lead to product innovation and 40 percent believe it will ensure more choices in the marketplace.
Other benefits of having cell phones and service from the same company could be increased compatibility between the handsets and the networks, according to about half (48%) of adult cell phone users, as well as overall lower plan costs (32%).
Not all consumers on board about cell phones
There is some skepticism about cellular service providers offering their own brand of phones, and approximately one-third (29%) think this actually may result in decreased competition and higher prices in the long run. Similar numbers (30%) agree that smaller wireless service providers who cannot manufacture their own phones will go out of business, and another one in five (21%) feels that wireless service providers lack the design skills to build quality handsets.
The latest survey of cell phone users (1) by Harris Interactive(R) shows that a slight majority (54%) of U.S. adult cell phone users say they have no preference for an existing brand or a new one offered by their service provider, while the rest differ in opinion between interest in a new brand (27%) and an existing brand (19%).These are the results of an online survey of 1,870 U.S. adult cell phone users conducted by Harris Interactive between July 14 and 18, 2006.Current handset manufacturers have built a history of success that would be ruined if wireless service providers start to make them. 20 31 49 .
The Harris Interactive Technology Research group doesn't just monitor and measure the industry. It interacts with the thought leaders who drive technology, telecom and e-business everyday and provides insights from a variety of vertical perspectives. Using the group's unique knowledge, experience, and expertise in both the telecommunications and information technology sectors, Harris Interactive asks the right questions, confirms business issues, and designs and implements studies to provide clients with actionable results.
About Harris Interactive
The company has built what could conceivably be the world's largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at http://www.harrisinteractive.com/.
Harris Interactive Inc. 08/06. Source: Harris Interactive. ROCHESTER, N.Y., Aug. 9 /PRNewswire/ --