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Wireless shoppers are heavy searchers: Google

Wireless carriers, retailers and manufacturers need to have a strong voice in the marketplace and promote phone features in order to increase their online campaign clicks, according to Google Inc.

The Internet giant also suggested that carriers, retailers and manufacturers increase online marketing to accommodate today?s wireless shopping habits. Additionally, manufacturers, retailers and carriers need to explore co-op deals to better influence consumers.

?People are searching for phones but not finding what they are looking for,? said Kyle Keogh, industry director of technology sales at Google, Mountain View, CA. ?But the search volume is high.?

A whopping 78 percent of first clicks are on brand terms, according to the study.

The key findings of the study were that the wireless phone arena is a competitive marketplace and smartphones bring new customers to retailers, carriers and manufacturers.

Most importantly, there is an opportunity in search.

Little loyalty
When considering their most recent mobile phone purchase, 42 percent of consumers did not know exactly which carrier they would purchase from.

Comparatively, 78 percent did not know exactly which OEM they would purchase from.

2,961 consumers participated in the survey.

The study also found that 26 percent of phone purchasers chose a new carrier.

A whopping 59 percent of consumers reported that the last cell phone they purchased was part of an upgrade/replacement with their existing provider.

Research purchases
Consumers increasingly research online to make mobile phone purchases.

Google found there has been a 29 percent increase in the number of online resources used in research.

Additionally, 63 percent of people who bought phones in stores researched their purchase online.

Consumers use the Web to compare features and prices, look for special offers and discounts, compare brands and service plans, look at coverage map information, view product demos and look up retail store locations.

Competitive marketplace
It is a competitive marketplace, according to Google.

The consideration and research phase is longer and more complex, online research is comprehensive and integral to purchase decision and traditional retailers are becoming major players in the wireless market.

Smartphones
A whopping 65 percent of consumers are new smartphone owners.

Smartphone owners are true to ?type.? Fifty-eight percent are male, 40 percent are ages 25-34 and are single with no kids. 

Smartphone buyers value device attributes such as coverage area, wireless provider, online account management, specific phone model, operating system and applications available for download.

Forty-five percent of survey respondents bought a smartphone because they wanted more features and 22 percent saw a new phone they had to have.

Fifty-three percent of consumers did not buy a smartphone because their plans are too expensive and 28 percent did not because they claim they don?t need smartphone features.

Smartphones bring new customers, according to Google.

Smartphone buyers are new to market and open to switching. Device features attract smartphone buyers.

Also, increased complexity of smartphone devices leads to an increased research process.

Search opportunity
Wireless shoppers are heavy searchers, according to Google. They do an average of 13 searches during their shopping process.

Forty-nine percent of buys searched non-brand terms like cell phones, prepaid cell phones and cell phone plans.

Sixty-seven percent of search inquiries drove consumers to store locator pages.

Retailers, OEMs and carriers can increase their clicks via copy, keywords, bids and daily budget.

?Adjustments to strategy can bridge the gap between queries and clicks,? Mr. Keogh said. ?There are a high volume of searches during the wireless shopping process and an opportunity to increase conversions using non-brand terms.?