UK Smartphone Consumer Survey

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Dear participant,

As part of studying for my master’s Dissertation at Robert Gordon University. I am undertaking a research project on the trends of mobile phone sales, and a key part of that is this online survey.

The survey has been designed to gather data on smartphone consumer buying habits, attitudes, and influences. The data gathered from this survey will be valuable in analysing the current mobile phone sales trends and help me to complete my research project.

This survey is aimed at UK smartphone consumers who purchased a new, refurbished or second-hand smartphone from a UK retailer (in-store, online or over the phone) in the past 5 years.

Please Note: If you received your current smartphone as a hand-me-down or gift or your only smartphone was given to you by your work and you had little input on the purchase decisions for this device please do not complete this survey.

This survey will be open to respondents until 30th October 2022.

Your participation is fully optional and voluntary. Your identity will remain fully anonymous and your comments confidential. Any data captured from this project will be kept securely and only accessible to the research student, supervisory and assessment team.

The whole survey is likely to take around 15 minutes to complete.

Please take your time to read the questions and answer options carefully and answer the questions as truthfully as you can. If you have any questions, please feel free to contact the research student (0903932@rgu.ac.uk)

Thank you very much for your time and sharing your views and experiences for my research!

Ben,

Digital Marketing Student Researcher

1. Did you purchase your current smartphone in the UK?

Yes

2. What is your current smartphone brand? *

Samsung (Galaxy)

Apple (iPhone)

Google (Pixel)

Huawei

Sony (Xperia)

One Plus

Oppo

Nokia

Xiaomi

Motorola

Other:

3. What is your age?

18-24

25-44

45-64

65+

4. How many smartphones have you owned/used on a regular ongoing basis?

This is the first smartphone I've owned

5. Where did you purchase your current smartphone?

Online (New) - Through a website

Online (New) - Through a mobile app (e.g. mobile network apps, shopping apps etc.)

Online (Refurbished or Second Hand)

In-Store (New)

In-store (Refurbished or Second Hand)

Over a Phone Call / Tele Sales

6. Where did you purchase your previous smartphone?

Online (New) - Through a website

Online (New) - Through a mobile app (e.g. mobile network apps, shopping apps etc.)

Online (Refurbished or Second Hand)

In-Store (New)

In-store (Refurbished or Second Hand)

Over a Phone Call / Tele Sales

My last phone was a gift or a hand-me-down

I bought it from a friend/family member

Other:

7. Is your current smartphone from the same Smartphone company/manufacturer as your previous phone?

(E.g. Apple, Google, Samsung, One Plus. Sony, Oppo, Huawei, Xiaomi)

Yes

8. On average, how long do you normally keep your smartphone before upgrading or replacing it?

(Please don't include like-for-like theft/loss/damage replacement smartphones when considering this question.)

Less than 12 months

Between 1-2 years

Between 2-3 years

Between 3-4 years

Between 4-5 years

5 or more years

9. On average, how much time do you spend on your smartphone?

I only really use it in emergencies

Up to a few hours a month

Up to a few hours a week

Less than an hour a day

1-2 hours a day

3-4 hours a day

5+ hours a day

10. On average, how often do you go online for any shopping-related activities? (Not just smartphones!)

These may Include but not be limited to researching new products, checking prices or features, comparing products, 'window shopping' and making purchases etc.)

Never

1-3 Times a year

Once per month

A few times a month

Once per Week

A few times a week

Daily

11. Please pick the option that best describes how financially impacted you have been by recent external factors:

(External factors may include but are not limited to: Inflation, Energy bills increase, Cost-of-living, Furlough, the pandemic, lay offs etc.)

Very Severely impacted - Have to watch every penny

Severely impacted - Need to limit my spending

Moderately impacted - I need/have had to cut some costs

Mildly impacted - I try to spend a little less where I can

Not Impacted at all - I don't need to worry about my spending

12. In general, where do you purchase the following types of products:

Always Online

Usually Online

Sometimes Online / Sometimes In-store

Usually In-store

Always In-store

Smartphones

Laptops/Computers

Other Tech Devices (E.g. TVs, Tablets, Games Consoles, Speakers etc. )

Accessories (Cases, headphones, chargers etc.)

Groceries

Clothing

Homeware

Takeaway/Fast Food

13. When you purchased your current smartphone or if you are currently considering getting a new smartphone, how important would the following factors be in your purchase decision?

Very important

Quite important

Slightly important

Not at all important

Price

How the Smartphone looks

How useful the smartphone will be

The brand of the smartphone

New or improved features

Battery Life

Camera quality

Confirmation it will work the same as my previous smartphone

Having someone demo the phone Infront of me

Trade-in incentives for my phone

Ability to compare different models

Ability to compare different networks or tariffs

Being able to see what it looks like in pictures/videos

Being able to see how it looks like in person

Being able to physically touch/hold the smartphone before purchase

Recommendations from friends/family

Being able to check independent online reviews

Access to Customer reviews

How people will view me based on my choice of smartphone

Very important

Quite important

Slightly important

Not at all important

Price

How the Smartphone looks

How useful the smartphone will be

The brand of the smartphone

New or improved features

Battery Life

Camera quality

Confirmation it will work the same as my previous smartphone

Having someone demo the phone Infront of me

Trade-in incentives for my phone

Ability to compare different models

Ability to compare different networks or tariffs

Being able to see what it looks like in pictures/videos

Being able to see how it looks like in person

Being able to physically touch/hold the smartphone before purchase

Recommendations from friends/family

Being able to check independent online reviews

Access to Customer reviews

How people will view me based on my choice of smartphone

14. If you bought your smartphone online (via website or mobile app), please pick the most influential reason for your decision to buy online rather than in-store?

If your current smartphone was bought in-store or over the phone please skip this question

It was cheaper

It was easier or more convenient for me

There was a larger selection of handsets/ networks/ monthly tariffs to compare

It was less time consuming

It is or was difficult for me to get to a shop

Shops were not open at the time

It was an impulse/unplanned purchase

Easier to Shop around or compare different models

Other:

Clear selection

15. If you bought your smartphone in-store, what was the most influential reason for your buying in-store rather than online?

If your current smartphone was bought online or over the phone please skip this question

I wanted/needed a new phone ASAP

I needed help setting up or transferring stuff to my new phone

l needed help selecting the right phone or tariff

I prefer a face-to-face shopping experience

I prefer being able to talk to someone knowledgeable during the purchase process

I worry I would buy the wrong thing or make a mistake online

I’ve always purchased smartphones in-store, it's what I'm used to

It was an impulse/unplanned purchase

Other:

Clear selection

16. If you bought your smartphone over the phone / from tele sales what was the main reason for purchasing that way instead of online or in-store?

If you bought your smartphone online or in-store please skip this question

They called me up and I was happy with the deal/options offered

I just prefer buying smartphones over the phone

I called my network or the retailer about something else and then they offered a new smartphone

Other:

Clear selection

17. Please indicate whether you agree or disagree with the following statements about smartphones:

Strongly Agree

Agree

Disagree

Strongly Disagree

I usually stick to the same brand of smartphone

My next smartphone will likely be from the same brand as my current smartphone

I don’t have an overall preference for smartphone brands

I would consider switching smartphone brands if it could save me money

I would consider switching smartphone brands if they offered better hardware (e.g., camera, screen quality, battery life, storage etc.)

I will not be getting a phone from the same brand again

Strongly Agree

Agree

Disagree

Strongly Disagree

I usually stick to the same brand of smartphone

My next smartphone will likely be from the same brand as my current smartphone

I don’t have an overall preference for smartphone brands

I would consider switching smartphone brands if it could save me money

I would consider switching smartphone brands if they offered better hardware (e.g., camera, screen quality, battery life, storage etc.)

I will not be getting a phone from the same brand again

18. Please indicate whether you agree or disagree with the following statements:

(Note: Higher value purchases are to mean anything greater than £100 in this instance)

Strongly Agree

Agree

Disagree

Strongly Disagree

I’m confident using smartphones

I’m confident using computers

I’m confident using the internet for shopping purposes

I am confident in my own ability when researching smartphones to make a purchase

I rely on friend’s or family's recommendations/ advice when purchasing a new smartphone

I will look up independent reviews and info before making a high-value purchase

More of my purchases tend to be online rather than in-store.

I usually buy higher-value products online

I will read customer reviews before making a high-value purchase

Strongly Agree

Agree

Disagree

Strongly Disagree

I’m confident using smartphones

I’m confident using computers

I’m confident using the internet for shopping purposes

I am confident in my own ability when researching smartphones to make a purchase

I rely on friend’s or family's recommendations/ advice when purchasing a new smartphone

I will look up independent reviews and info before making a high-value purchase

More of my purchases tend to be online rather than in-store.

I usually buy higher-value products online

I will read customer reviews before making a high-value purchase

19. Please answer how helpful you would find the following web features if you were looking to purchase a new smartphone online:

Very Helpful

Quite Helpful

Slightly helpful

Not helpful

Embedded video reviews for the smartphone on the retailers’ website

Included customer reviews for the smartphone on the retailers’ website

A 360° interactive virtual model of the smartphone

Live Chat with an agent from the retailer to answer questions

Blog post detailing features, specs and real life use for the smartphone

Email newsletters about new smartphones from my current smartphone brand

Email newsletters about new smartphones and airtime plans from retailers I’ve shopped from previously (In-store or online)

Adverts (Video or Images) detailing the looks and new features of the smartphone

Adverts (Video or Images) detailing price drops/sales for smartphones

Augmented Reality features to show how the smartphone would look in real life

A comparison chart where I can select my current phone vs the new phone