Brand Loyalty Remains Strong Amongst Mobile Users
April 30th, 201026% of mobile phone users stick with the same network when it’s time to upgrade handsets, whilst a third always opt for a handset by the same manufacturer, new research into brand loyalty by the UK’s leading mobile phone comparison website has found.
A new study by www.rightmobilephone.co.uk has looked into brand loyalty amongst 1,784 mobile phone users and has discovered that 32% of the respondents always go for handsets by the same manufacturer, whilst more than 1 in 4 stay with the same network.
The poll was commissioned after the site noticed a trend of users searching for handsets by the same manufacturers and deals with the same service providers. Of those that claimed to always stay with the same network, 41% said it was so they didn’t have to change their phone number – despite the fact that you can switch provider yet still retain your number, as long as you ask your previous service provider for the relevant PUK code.
23% said it was down to ‘good signal’ in their area and 11% said they didn’t chop and change their service provider because they were ‘too used to it’. 4% admitted it was out of laziness.
When it came to loyalty to mobile manufacturers, 51% said they always went for handsets by the same brand because they were familiar with the user interface and knew how to use the phone well. http://www.rightmobilephone.co.uk asked the respondents that were loyal to their brands which manufacturer and network they went with.
Most respondents who always opt for the same make of handset had a Nokia mobile, whilst Vodafone was the network people were most loyal to.
The people that said they regularly changed their network provider were asked to give reasons why. 39% said they did so to try and find a service provider that gave them good signal where they lived. 11% said it was to find a better PAYG or contract deal.
Of those not loyal to mobile manufacturers, 59% said the reason they went for different brands was down to ‘boredom’ with their previous manufacturer. 12% said it was important to them to keep up with the latest trends and a further 14% said they were led by whichever handset offered the best features and technology.
Neil McHugh, co-founder of www.rightmobilephone.co.uk, said;
“We can tell from search trends on the site that some users only look for handsets by the same manufacturer and others only look for contract deals by a particular service provider, so were keen to get people’s opinions on brand loyalty.
“It’s clear from the research that habit has a lot to do with consumers remaining with the same manufacturers or network; once you get used to how a certain brand of phone works, such as the layout of the menu or the different functions the handset offers, it’s quite common not to want to get a new handset and learn how it works all over again. With the network, good signal is obviously a strong selling point that keeps customers loyal.”
LINK http://www.rightmobilephone.co.uk
ENDS
For further information or to set up interviews with Neil McHugh or James Zielinski please contact Shannon Haigh , 10 Yetis PR Agency, [email protected], 01452 348211.
Notes to editors
Rightmobilephone.co.uk was launched in November 2007 to help consumers save time and money by providing a trusted comparison platform for customers to purchase from.
The site has become the UK’s most comprehensive and user friendly mobile phone comparison engine, with 600,000+ mobile phone offers combined with user friendly consumer reviews, ratings and video.
Users can review and compare over 800 handsets with images, specifications and video with unique users reviews, opinions and ratings provided by handset owners and compare over 2000 + pay as you go offers and tariffs from all major networks.
