It's All About the Handset

Features and form factor are the primary motivators of American consumer phone purchases, with flip-phones continuing as a favored phone type, says The NPD Group. But brand was the third most important reason.

“With few exceptions, buyers have ranked these two criteria highest (roughly 40 percent) over the past seven quarters,” says Ross Rubin, director of industry analysis for The NPD Group.

Age can play a role as well in the purchase of a handset. Buyers 18 to 24 chose “it’s a cool phone” as their top motivator for buying a handset during the past year. Those 25 to 44 most often chose “had the capabilities I wanted.” And consumers 45 and older, chose “flip phone / can be closed” as their top criterion for purchase.

The youngest buyers seek a device that reeks of “cool” (design is key, but the phone has to deliver on functionality, too). Young to middle-aged buyers want a wide range of capabilities. Getting just the right combination is the trick.

For people just past middle age and the older crowd, a solid flip phone with basic capabilities will do, though the brand is still important, says NPD. Judging by those responses, Apple's iPhone has a shot at serious traction, as it seems to hit on all the key criteria for buyers below age 45.

Harris Interactive recently took found that 47 percent of respondents were aware of the product and a full 17 percent expressed interest in purchasing it, which makes for a pretty loud buzz from consumers for a product that isn’t yet available.

Perhaps a more interesting question to ask is when U.S. adults would buy this product. Of those expressing interest to purchase, nine percent say they would buy at product launch and another eight percent would buy before their current wireless service contract expired. About 17 percent say they would wait for their current wireless contract to expire before purchasing and 25 percent would purchase it - when their existing wireless carrier offers the iPhone. Finally, a full 40 percent of buyers intend to wait for the price to come down.

Survey results show the hottest iPhone feature was its large storage capacity (37%). This is followed by iPhone quad band worldwide capabilities (36%) and its easy to use/drop dead cool user interface (31%). Overall, high powered multi-functional mobile devices like the iPhone have strong appeal (or Apple-al) to about 31 percent of the marketplace.