Teads, The Global Media Platform, recently announced the results of its latest consumer survey in partnership with GWI.
The global research, the largest ever run by Teads commissioned in 17 markets, revealed that smartphone manufacturers are going to need to adapt to new factors driving consumer purchase decisions. As the smartphone market has become less fragmented, consumers are relying on individual features and innovation to help make their decisions, rather than purely brand loyalty.
The study shows that smartphone brand loyalty is being challenged not just in Australia but across the world. With over 53 per cent of Australian respondents saying they would consider a different brand to one they currently own even though 71 per cent of mobile owners consider their phones as the most important possession.
With a variety of factors at play in determining the next smartphone a consumer chooses, our research shows that advertising can have a substantial role to play in communicating key features and benefits to consumers.
Download their latest study to learn more here.
