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Mobile Device Functionality Trumps Style

Strategy Analytics released a new report that analyzes the reasons for US and Western Europe wireless device purchases, including motivating factors for future device purchases.

With 'style/design' and 'brand' being the two most important purchase decision factors, Motorola leads the way in terms of style, with trend-setting devices like the V3 RAZR. Meanwhile, Nokia is still the most trusted brand in both the US and Western Europe. However, when asked about purchase priorities for future device purchases, style/design ranks fifth in the US and sixth in Western Europe, behind price, ease of use, battery life, display and size or weight.

"Iconic designs such as the V3 RAZR have propelled the MOTO brand to the top of the style-conscious consumers personal priority list," according to Paul Brown, Analyst, Advanced Wireless Laboratory. "However, Motorola users in Western Europe report the lowest level of repeat purchase intention among the top six brands." Nokia users demonstrate the strongest brand loyalty in Western Europe, with 70 percent claiming that their next device will definitely or probably be another Nokia.

"Technophiles in Western Europe prefer Sony Ericsson, while those in the US prefer Sanyo brand products," David Kerr, Vice President of the Strategy Analytics, Global Wireless Practice, commented. "Sony Ericsson has firmly re-established its dominance as a technology innovator, with 49 percent of users in Western Europe choosing SEMC due to its feature/technology offerings."

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