Mobile phones have become an integral part of our lives over the past two decades. And while consumers have a long list of what they want in their devices, what is the factor that matters the least to them?
YouGov recently polled consumers in 18 international markets to find out. A quarter of consumers identify product packaging as the least important, and nearly a fifth (18%) say that it’s the brand. Price (15%), quality (13%), and environmental impact (14%) are ranked as the least important factors by more than one in 10 people. Appearance (7%) and durability/disclaimer information (8%) are at the bottom of the list for less than a tenth of the people.
Except for Indonesia (12%) and India (13%), a fifth of Asian consumers say that environmental impact is the least important factor when purchasing mobile phones (19-25%). Almost two-fifths of Hong Kong consumers believe product packaging is unimportant, the highest proportion among all markets. The brand is the least important factor in the Indian (33%) and the UAE markets (29%). Almost half of all Indians (49%) say that either price or quality is the least important factor when they buy a phone, suggesting that simple utility may be more important for these buyers.
A third of European consumers say product packaging is the least important factor when purchasing cell phones (30-35%), but that’s less in Spain (25%) and France (17%). The price of a mobile phone is least important to one-fifth of French consumers, the highest among 18 markets. About one-tenth of European consumers rank brand (13-18%) and quality (9-15%) as the least important.
Product packaging is least important to about a quarter of Canadians and Americans (23% and 24%, respectively), but in Mexico, the proportion falls to about a fifth (19%). In Canada, a tenth (11%) consider appearance to be the least important - the highest among all markets.
News Source: YouGov