I want a new phone

I want a NEW phone! What motivates people to change their mobile This study used social media research to examine what motivates people to change their mobile phone. The study took place over 4 weeks during the launch of the iPhone 5 ending just before the launch of 4G from EE. phone? 73% Want to change their mobile during their existing contract Why? They really want the latest handset 82% They want a better service provider 11% 5% Something's broken 2% Need to save money Talk about handsets and tariffs, not network reception dominate the conversation (co) A 57% 32% 8% What handset How to get the Getting a good reception to get best deal 4G Is yet to break through as a significant part of the upgrade conversation When it comes to choosing a handset - there's still lots to play for 52% Are yet to decide People who have made up their minds want: People who haven't made up their minds are talking about: Top 3 choices: Most discussed: Apple (29%) Apple vs. Samsung (31%) Samsung (29%) Apple (13%) HTC (9%) Samsung (6%) The idea of getting a new handset is exciting, the process of actually getting one isn't 57% Negative When it went wrong it was because: 22% Positive Of the terms of the contract (19%) Late delivery (17%) Poor customer service (17%) 21% Ambivalent They were disappointed with the handset (9%) When it went well it was because: They were happy with the new handset (62%) Pleased with the deal (20%) Received good customer service (10%) To consumers, contracts seem very one sided. They see networks increasing their charges when they want, but they are locked in. Communicating with consumers: Despite e-mails, letters and texts the public integration of Orange and T-Mobile to Everything Everywhere caused the most confusion. a case study Reaction when finding 'EE' on their phone display: 6% 4% 21% 28% 23% Don't like it Aware but don't care Are confused Like it Think its about 4G Why did some people react badly? They linked the change in name to a drop in network performance They were concerned about losing benefits (e.g. 2 for 1 cinema tickets) They'd had a previous poor experience with one of the providers About the data About us This study took 1,500 online comments (tweets, Listen and Learn Research is a specialist social media posts, blog etc.) about people changing their mobile phone during Aug-Sept 2012. This was then read and research agency. We create new insights and different perspectives from the thousands of analysed by our qualitative research team. The findings should be interpreted as indicative rather conversations that take place online everyday. than representative. listenandlearnreasearch.com www. Listen & Learn To find out more LALResearch or get in touch: RESEARCH M [email protected] design: stevenlester.com n=160 I want a NEW phone! What motivates people to change their mobile This study used social media research to examine what motivates people to change their mobile phone. The study took place over 4 weeks during the launch of the iPhone 5 ending just before the launch of 4G from EE. phone? 73% Want to change their mobile during their existing contract Why? They really want the latest handset 82% They want a better service provider 11% 5% Something's broken 2% Need to save money Talk about handsets and tariffs, not network reception dominate the conversation (co) A 57% 32% 8% What handset How to get the Getting a good reception to get best deal 4G Is yet to break through as a significant part of the upgrade conversation When it comes to choosing a handset - there's still lots to play for 52% Are yet to decide People who have made up their minds want: People who haven't made up their minds are talking about: Top 3 choices: Most discussed: Apple (29%) Apple vs. Samsung (31%) Samsung (29%) Apple (13%) HTC (9%) Samsung (6%) The idea of getting a new handset is exciting, the process of actually getting one isn't 57% Negative When it went wrong it was because: 22% Positive Of the terms of the contract (19%) Late delivery (17%) Poor customer service (17%) 21% Ambivalent They were disappointed with the handset (9%) When it went well it was because: They were happy with the new handset (62%) Pleased with the deal (20%) Received good customer service (10%) To consumers, contracts seem very one sided. They see networks increasing their charges when they want, but they are locked in. Communicating with consumers: Despite e-mails, letters and texts the public integration of Orange and T-Mobile to Everything Everywhere caused the most confusion. a case study Reaction when finding 'EE' on their phone display: 6% 4% 21% 28% 23% Don't like it Aware but don't care Are confused Like it Think its about 4G Why did some people react badly? They linked the change in name to a drop in network performance They were concerned about losing benefits (e.g. 2 for 1 cinema tickets) They'd had a previous poor experience with one of the providers About the data About us This study took 1,500 online comments (tweets, Listen and Learn Research is a specialist social media posts, blog etc.) about people changing their mobile phone during Aug-Sept 2012. This was then read and research agency. We create new insights and different perspectives from the thousands of analysed by our qualitative research team. The findings should be interpreted as indicative rather conversations that take place online everyday. than representative. listenandlearnreasearch.com www. Listen & Learn To find out more LALResearch or get in touch: RESEARCH M [email protected] design: stevenlester.com n=160