Carrier Beats Features In Mobile Buying Decisions

More than half of Americans with mobile devices do not know the month and year that their mobile phone contract expires, according to a recent study commissioned by Best Buy Mobile, the mobile retail unit of electronics retailer Best Buy.

The survey examined consumers' knowledge and shopping habits pertaining to mobile plans, devices, technologies, and accessories. Although 23% of respondents said they purchased a mobile phone based on the device itself, the majority of respondents (67%) said their main criterion was the carrier. The type of operating system the device uses was a factor for one in 10 respondents, Best Buy Mobile said, but specific platform preferences were not given.

"When it comes to mobile solutions available today, many consumers are not armed with the right information to truly get the most out of their mobile phone," said Shawn Score, president of Best Buy Mobile, in a statement. "We know that there are customers out there using mobile phones that are four and five years old when they could be using a smartphone."

While content interests differ, another big factor in choosing a mobile device included multimedia capabilities such as music, video, and camera, listed by 45% of respondents. Some 32% said they look for GPS navigation functionality; 29% said their mobile device replaces a landline phone; 26% said they want to be able to navigate social networking sites; and 26% want to be Wi-Fi enabled.

The survey also revealed that 15% of respondents want to make purchases from their mobile devices, 15% want the ability to download a movie, and 14% want to use their phone to play games.

The findings were based on approximately 1,000 interviews conducted in May 2010 almost evenly divided among female and male adults, the retailer said.

Best Buy recently launched a consumer education plan called the Upgrade Checker campaign to help mobile users determine whether they are eligible for a mobile phone upgrade by inputting information, including their device phone number, zip code, and carrier.