USA: Smartphone is the most popular purchase planned for 2011

Original author: Gartner Inc.
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Despite the “tablet boom” in recent technology conferences (CES 2011, MWC 2011), consumers do not seem to rush to the stores for a new tablet. Very unexpected research results were published recently by the Gartner analytical company: the most popular electronic device that American consumers plan to purchase is a smartphone, and tablets were not even included in the top five “purchase candidates”.

Under the cut is the translation of the report “Gartner Survey Shows US Consumers More Likely to Purchase a Smartphone Than Other Consumer Devices in 2011”.

“Consumers in the US in 2011 are more inclined to buy a smartphone than a PC, mobile phone, reader, media tablet or gaming device,” Gartner analysts came to this conclusion from a survey. It is expected that smartphone sales in the United States will increase from 67 million (in 2010) to 95 million in 2011. For comparison: sales of mobile PCs are forecasted in the amount of 50.9 million units in 2011, and in 2010 their number was 45.6 million.

In December 2010, Gartner surveyed 1,557 mobile phone users in the United States, China, India, Italy, Japan, and the United Kingdom. The survey covered many topics, including the type of devices planned for purchase in the next 12 months. Among the respondents, there were 256 Americans, and the results of the study reflect the views of the respondents. The sample was adjusted in such a way as to reflect both the “online population” (this part of the survey was conducted online) and the population as a whole (this part was carried out both using a computer and direct interviewing).

Immediately after smartphones in the ranking of Americans' plans for 2011 are laptops and desktop computers. Mobile phones occupy the fourth position, followed by readers (e-book readers). The tablets are only in sixth place.

“The low price and wide adaptation of the web surfing, email, twitter, facebook, GPS and games apps will continue to drive consumer demand,” said Hugues de la Vergne, a leading analyst at Gartner. - "In 2010, smartphones were greatly helped by substantial discounts from mobile operators and cheap data plans."

“Because smartphones are more and more distributed among consumers, the market will surely switch from technically savvy individuals to less technically competent users. Ease of use issues will become even more important in 2011, ”said de la Vergne. - “Buyers who are dealing with a smartphone for the first time may be completely unaware of the existing multitude of operating systems, as well as their versions. Considering the generosity of the operators regarding their mobile phone return policy, it is very important for manufacturers what impression their device will make on a not very technologically advanced consumer. ”

Despite the fact that the demand in the high-end smartphone market is quite high, Gartner analysts argue that manufacturers should not ignore the middle and lower segments of the smartphone market, which will be the source of growth in 2011, as operators are looking towards "prepaid" smartphones that do not require any discounts.

“Providers should expand the range of data plans in order to promote mobile devices to the mass market. “Introductory” tariffs for $ 10- $ 15 per month will significantly expand the market for such devices, and many consumers will switch to more expensive tariffs as soon as they are firmly seated on mobile services, ”de la Vergne said.

More information can be found in the report “Findings: Smartphones Top US Consumers' Intended Purchases for 2011” at the following link: www.gartner.com/resId=1547927 ( unfortunately, it’s paid, like other detailed reports from Gartner - approx. Translate )

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