Why We Buy New Phones | Adweek Why We Buy New Phones | Adweek
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Why We Buy New Phones

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When consumers buy new cell phones and smart phones, is it because they've been entranced by ads that showcase amazing new features? A poll released this month by International Communications Research indicates otherwise. Two-thirds of respondents who own such gadgets expect to replace them within the next two years. But just 19 percent of replacers said they'll do so in order to upgrade to the latest version. Seventy-eight percent expect to do so "because the items will break or be lost within that time." Even among the poll's 18-34-year-olds, just 26 percent of replacers said they'll be buying a new device because they want an upgrade.