Selecting a smartphone is no easy decision. As the range of devices available continues to grow, the devices are a significant investment. The prospect of committing up to two years to any of the myriad of service plans offered can cause even the hardiest buyer to second guess their decision.
A recent study conducted in the US by Millward Brown, in partnership with Twitter, showed that Twitter is used more than any other social network throughout the decision-making process when buying a smartphone.
During June and July 2014, MillwardBrown surveyed 1 238 US online consumers age 18 to 54 via a 10-minute questionnaire. All participants either owned a smartphone or intended to purchase one in the next year.
The firm then compared Twitter users to the average user of six top social media networks (Twitter, instagram, Facebook, Pinterest, Vine and Tumblr). A user of any social network was defined as someone who logged in at least once a month.
The research showed that Twitter mobilised smartphone shoppers. Four in 10 users said they had taken action after seeing information from a smartphone or wireless service brand on Twitter, whether they followed the brands, visited its site of searched for it online.
As to kinds of content Twitter users like to see, most popular were deals and promotions (43%), information about service coverage and outage issues (33%), funny or lighthearted content (31%), tips (31%) and new device launches (27%).
In addition, the research indicated that Twitter users are eager to engage with smartphone brands as they crave the latest information. Smartphone users are 38% more likely than the average social network users to learn about a new phone provider or wireless service carrier, and once they’re aware of a brand, they’re 86% more likely to stay up to date with the brand’s news and promotions.
Interaction is also important to Twitter users: 17% have conversed with a smartphone or wireless provider brand via Twitter, compared to only 7% on the average social networks. Most users (63%) who received a response from a telecom brand said it made them feel more positive towards the brand.
Another finding was that Twitter influences smartphone shoppers throughout the purchase process, from awareness to advocacy, playing an important role at every step of the purchase process.
