Smartphone Buying Habit - Survey Report

Currently, the presence smartphone can not be separated from our lives. Smartphones have become the primary needs. For some people, a smartphone might include objects of luxury or high involvement product. High involvement product is a product that requires consideration of character longer and mature, because the expenditure required is quite large, high-risk or consumption of a relatively long-term products that require high involvement by consumers.

In addition, the smartphone industry players compete to produce the latest innovations so as to attract consumers to switch to the newer technology. This makes the smartphone purchasing habits become quite interesting for us. In this survey, we wanted to know the habits of people in the purchase of a smartphone.

In this survey we involved 168 respondents, the gender proportion female 50% and male 50% in 10 major cities in Indonesia such as Greater Jakarta, West Java, East Java, Central Java, South Sumatra, South Sulawesi, East Kalimantan, Bali, and North Sumatra.

We started the survey by asking when they last bought a smartphone. The majority of respondents answered 1-2 years ago (36.31%), while the answer is less than 6 months ago and 6 months – 1 year ago equally demonstrated by 23.81% of respondents.

Reason purchase of smartphones became one of the important things asked in the survey this time. Our findings stated that the largest percentage of respondents reported buying a smartphone for the old mobile phone has been damaged, while in the second position, respondents expressed dissatisfaction with the old mobile phone features.

Almost all respondents admitted smartphones last purchase was brand new

The habit of buying a smartphone, also leaves the question, what people do with the old phone? Most people keep it, some are sold, or there may give it to someone else. The majority of our respondents kept their old phobe (35.71%). In the survey this time, there is quite an interesting discovery, male respondents showed a tendency to sell the old phone than to give it to someone else, while the female respondents tend to give it to someone else than to sell it.

A total of 40 respondents claimed to sell old mobile phone (23.81%), 60% of whom were male, while 40% are women. Respondents who sell old mobile phone, we asked where they were sold, half of them replied to sell in the online marketplace, while the rest is sold directly in the gadget store and offer it directly to others / friends / family / relatives.

Unlike selling the old mobile phone, the smartphone purchases respondents showed a tendency to buy at the store. The majority of admitted buy it at the official store brand smartphones (44.64%) and 38.69% of respondentspurchased in the store gadget. Meanwhile, those who buy them online through e-commerce only 8:33% and the online marketplace only 7:14%. This suggests that in the case of purchase, the not so confident or more comfortable doing it offline, by directly visiting the authorized outlets or gadget store.

For those respondents who admitted to buying online marketplace, we were asked where they buy. The majority stated OLX (41.67%), and Kaskus (33.33%)

As for purchases on e-commerce, e-commerce Lazada become the most widely chosen respondents, and Blibli.com thereafter.

Information search before a purchase is important in the purchase decision-making stage. Especially for products such as smartphones, needed enough information before buying in order to obtain a product that fits your needs. We also asked respondents where they usually seek information. Online media, online forums, and official website into the top 3 answers. This suggests that the online searching more comfortably done by the respondent. We found an interesting trend. Female respondents tend to choose the official website than other options, while male respondents preferring online media.

In choosing a smartphone, there are several factors into consideration. We asked respondents to choose more than one answer, and finally we get that feature becomes the most important factor smartphone purchases, followed by price, brand, shape.

We also asked them how they pay the smartphone. The majority of respondents claimed to buy it in full, do not pay on credit.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.