Consumers remain skeptical about upgrading their mobile phones to a smartphone or combination device, according to a study conducted by sales and marketing outsourcing company, MarketStar. The survey also found that retail associates do not usually offer combination devices or smartphones to regular mobile phone subscribers.

 

Surveying more than 300 mobile phone and smartphone/combination device users, MarketStar learned that only 15 percent of mobile phone users were familiar with combination device platform and operating systems.

 

The study also highlighted the roles of sales associates in promoting smartphones or combination devices to regular mobile phone subscribers. Although consumers are four times more likely to buy mobile devices at carrier-owned retail stores, only one-third of respondents reported a conversation with a sales associate regarding smartphones.

 

However, most sales associates who discussed combination devices did not follow through and explain the differences of each operating system.

 

In a statement to the press, MarketStar Retail Vice President Stan Bassett said, “Mobile phone users generally need to be educated about the added functionality that combination devices offer. In-store sales associates are positioned to be a critical component in this process if they are properly trained and coached themselves."

 

Indeed, the study also showed that 72 percent of smartphone users did not conduct research and a comparison of different devices prior to their purchase. Conversely, 42 percent of regular mobile phone users did not buy smartphones because they ‘just want a phone”.

 

"To convince a typical mobile phone user to upgrade to a combination device requires a coordinated effort between the manufacturers and retailers, from the design to the sales pitch," expalined Bassett.

 

Leo Blanco is a contributing writer for TMCnet. To see more of his articles, please visit his columnist page.