Blackberry phones form 29% of all searches for mobile phones online (searches captured on ecommerce sites) according to a recently conducted research by ViziSense on the ‘interest in mobile phones online.’ The study involved data from ecommerce sites for a period January - April 2011 of all the users who searched for mobile handsets on ecommerce sites. 35% of users searched for Nokia followed by 30% for Samsung and 29% for BlackBerry. Micromax came in a close 4th at 22%.
With the growth of internet penetration, more and more people are using ecommerce sites to assist them in their buying decisions and for great deals.
Search for smart versus other phones: While the overall share of smart phones in India is a meagre 5%, a huge 44% of people show interest in smart phones online vs. the lower end handsets. Given the varied choice, range, applications and features present in smart phones, the 44% number only indicates the important role of the medium in aiding comparisons, decision making and purchases of smart phones online.
Purchase of mobile phone online: Amongst all those who look for phones online, 12% of them end up purchasing the mobile phones from the e-commerce and group buying websites (1 in 8 searches end up in transaction)
Duplication between brands searched: A lot of users compare many brands before making their final decision to purchase. There’s a significant case of duplication of users in case of top brands i.e. Nokia and Samsung where almost 50% users compare both of these phones before they take a decision
Explaining the trends from the research, Amit Bhartiya, GM & VP – ViziSense commented, “ Rampant changes and upgrades in phone models and features has made the internet a very compelling medium to help decision making around buying phones. As the largest buyers lie in the TG of 15 – 24 year olds across the country, Blackberry seems to have a done great job in capturing the imagination of this audience in a market infested by smart phones.”
ViziSense is India’s leading online audience and ad measurement platform that tracks, analyzes and reports valuable insights across the digital landscape. By providing access to refined audience segments, ViziSense helps publishers, marketers and agencies with competitive intelligence about audiences for over thousands of websites. Launched almost 2 years back, the ViziSense methodology involves collation & triangulation of online browsing behaviour from a 125,000+ India panel and cookie-level data from hundreds of publisher tags, using the hybrid approach for cookie-deletion. ViziSense is powered by Komli Media technology. For more information, kindly visit http://www.vizisense.com/