At 82%, the main reason for people changing their mobile phone is that they really want the latest handset.
With the release of the iPhone 5 during this period of study, this could be attributed to the sudden urge to upgrade. The top 2 handsets that people were discussing over this period were the Apple vs. Samsung with an even 50/50 outcome between those who decided on Apple iPhone or Samsung Galaxy and a few looking at a HTC phone.
11% of people wanted to change to a better service provider.
However, only 8% of people look at getting a good reception as the key motivator of purchasing a phone, with the handset choice being the most popular at 57% and the best value deal at 32%.
The most confusion when talking about mobile phones was around EE.
EE (Everything Everywhere) and what this actually means is a mystery to most people despite emails and ads from Orange and T-Mobile about the integration, with nearly half of people either confused or don’t like it and only 6% of people who like it. 4% thought it was about 4G with most people not talking about 4G as a feature when they purchase a phone.
19% of people say that the terms of the contract were not what they wanted.
Consumers see mobile phone contracts as one sided with mobile network providers hiking up costs while they are locked into a contract. Other complaints were on late delivery and poor customer service. When people were most happy with their phone this was usually because of the handset they had received (62%) with a good mobile deal and good customer service also factors.
Do you want to change your mobile phone?
If yes, why? Are you someone who likes to get the latest gadgets? Or does your phone just not do it for you anymore?
