Nearly 1 in 3 Americans is planning to switch mobile providers or buy a new phone. What influences their choices of mobile phones and plans? Where does digital media fit in the consumer journey? This IAB study compared the purchase plans and influence of various media types on US Adults 18 and older with a focus on digital media’s role in influencing such purchases.
Pricing is the #1 driver for mobile plan change with nearly as many considering a monthly plan as a contract plan. Brand is of #1 importance for smartphone selection.
Given these drivers, savvy marketers need to know where to best reach these consumers. Most consumers (88%) research online before buying and most (81%) turn to online search after seeing an . . .
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