Looks Matter: Trendy Phones Most Researched Online

By Allan Pulga

Wireless shoppers are most likely to research newly released and “trendy” models, according to a recent study by comScore Networks.

The study, released last week, analyzed the online research and purchasing behaviour of U.S. wireless consumers. Interestingly, the Motorola Razr V3C drew the most online research during the first quarter of 2006.

As evidence that the hot new models draw the most online attention, the Motorola Q (released May 31 with Verizon Wireless) product page on the Verizon website received slightly more than 100,000 unique visitors in the second half of May alone.

Here’s comScore’s list of “Top 10 Wireless Phones Researched Online – Q1 2006”:

1. Motorola Razr V3C
2. Palm Treo 650
3. Motorola E815
4. Palm Treo 700W
5. Motorola Razr V3
6. Samsung A900
7. Motorola Pebl
8. Sony Ericsson Z520A
9. Nokia 6101/6102
10. LG C2000

comScore also analyzed online ordering trends, among new and existing customers, at major carrier and wireless sites for this year’s first quarter. Naturally, price is a driving factor when purchasing a phone – low-cost or no-cost models topped the list.

Sony Ericsson’s Z520, available through Cingular, was the most frequently ordered model, with more than two-thirds of orders for this model provided at no cost. It was the same case for the second-most ordered phone – the Nokia 6101 (T-Mobile) and 6102(Cingular) – as over two-thirds were no-cost orders.

comScore’s “Top 10 Wireless Phones Ordered Online – Q1 2006” are as follows:

1. Sony Ericsson Z520A
2. Nokia 6101/6102
3. LG C2000
4. Motorola Razr V3C
5. Motorola Razr V3
6. Nokia 6061
7. Samsung SGH-X497
8. Samsung SCH-A950
9. Motorola V276
10. Motorola I870

“Consumers are researching the latest wireless phones online in great numbers, by either visiting product pages or conducting searches for specific models at the leading engines,” said Brian Jurutka, director of marketing solutions at comScore. “The top 10 models sold accounted for nearly half of all phones ordered by consumers at major wireless sites in the first quarter – with Motorola capturing the highest share at 38 per cent.”

The survey, announced on Dealerscope.com on June 5, concluded that cell phone features such as colour screens, text messaging and cameras matter very little compared to style and cost.

Cameraphones, speakerphones and colour screens each motivated the same number of respondents (12 per cent) to buy a particular model. The highest number of users, 39 per cent, chose their phone based on “style.” The next highest group, 29 per cent, chose their phone because of its cost – namely, free.