USA: Smartphone - the most popular purchase planned for 2011

Despite the “tablet boom” at the latest technology meetings (CES 2011, MWC 2011), consumers seem to be reluctant to shop for a new tablet. The analyst company Gartner recently published quite unexpected research results: the most popular electronic device that American consumers plan to acquire is a smartphone, and the tablets are not even included in the top five “candidates for purchase”.



Under the cut translation of the report "Gartner Survey Shows US Consumers More Than Other Consumer Devices in 2011".



“Consumers in the United States in 2011 are more inclined to buy a smartphone than a PC, mobile phone, reader, media tablet, or gaming device,” Gartner’s analysts came to the conclusion of the survey. It is expected that sales of smartphones in the United States will increase from 67 million (in 2010) to 95 million in 2011. For comparison: sales of mobile PCs are projected at 50.9 million units in 2011, and in 2010 their number was 45.6 million.



In December 2010, Gartner surveyed 1,557 mobile phone users in the USA, China, India, Italy, Japan and the UK. The survey covered many topics, including the type of devices planned for purchase in the next 12 months. There were 256 Americans among the respondents, and the survey results reflect the views of the respondents. The sample was adjusted to reflect both the “online population” (this part of the survey was conducted online) and the population as a whole (this part was carried out using both a computer and direct interviewing).

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Immediately behind the smartphones in the ranking of the plans of Americans for 2011 are laptops and desktop computers. Mobile phones occupy the fourth position, followed by readers (e-book readers). Tablets are located only in sixth place.



“The low price and extensive adaptation of the application for web surfing, email, Twitter, Facebook, GPS and games will continue to stimulate consumer demand,” said Hugues de la Vergne, lead analyst for Gartner. “In 2010, significant discounts from mobile operators and cheap data-plans helped the smartphones a lot.”



“Because Smartphones are spreading more and more among consumers, the market will necessarily switch from technically savvy individuals to less technically-competent users. Ease-of-use problems will become even more important in 2011, ”said de la Vergne. - “Customers who deal with a smartphone for the first time may be completely unaware of the existing set of operating systems, as well as their versions. Given the generosity of the operators in terms of their mobile phone return policy, it’s very important for manufacturers what impression their device will make on a not very technologically advanced consumer. ”



Despite the fact that demand for the high-end smartphone market is quite high, Gartner analysts argue that manufacturers should not ignore the middle and lower segments of the smartphone market, which will be the source of growth in 2011, because operators are looking in the direction of "prepaid" smartphones that do not require any discounts.



“Providers should expand the range of data plans in order to promote mobile devices to the mass market. “Trial” tariffs for $ 10- $ 15 per month will significantly expand the market for such devices, and very many consumers will switch to more expensive tariffs as soon as they “sit down” enough for mobile services, said de la Vergne.



More information can be found in the report “Findings: Smartphones Top US Consumers' Intended Purchases for 2011” at the following link: www.gartner.com/resId=1547927 ( unfortunately, paid, like other detailed reports from Gartner - comment. Translator ).