Most people want smartphones. It hardly takes a corporate funded study to find that out. So Best Buy looked into more than just why customers wanted smartphones. They spent a lot of money and interviewed over a thousand consumers to find out just what stops normal mobile owners from buying smartphones.
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Close to half (47%) of non-smartphone owning adults say that the sheer number of different smartphones on the market is what keeps them from buying. There are just too many different options and features, and the sheer amount of choice they have confuses them. Other issues include the “difficulty of the shopping experience”.
39% of consumers surveyed stated that their hatred of shopping for electronics was a big reason they hadn't bought a smartphone. For women this was an especially large issue; 45% of them hate gadget shopping. In addition, more than half of customers over 50 had too much trouble picking which model to get. Another big issue was the cost involved; 64% said smartphones are just 'too expensive' to be worth it right now.
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If smartphone manufacturers want to reach these people they have a few different things they need to change. For one, they need to work with the carriers to make buying a smartphone and getting signed onto a plan as simple as possible. They also need to state the capabilities of their products in language that is clear enough to get through to the folks that aren't tech savvy. How they'll sell smartphones to people who hate shopping for electronics is beyond me. That might just be something only time will fix.