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An extensive global study of mobile phone users involving some 15,000 respondents in 37 countries indicates both problems and opportunities for marketers of next-generation devices, said Dave Murray, director of the CMO Council’s Forum to Advance the Mobile Experience.
The survey notes that the Internet has overtaken all other sources of information and referral when it comes to buying mobile devices. “It now supersedes family and friends,” said Murray.
He also pointed out the number of “power users” who want advanced services such as music and video downloading in countries including the Philippines, India, Ukraine, and Turkey.
But affecting purchasing decisions for mobile phones is a worldwide dissatisfaction with the buying experience.
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