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YouGov Launches Mobile Purchasing Tracker
Online research firm YouGov has launched a new study to provide insight into the mobile phone purchasing experience from a customer perspective.
The new Mobile Buying Experience Tracker Study has been developed to help network operators, mobile retailers and handset manufacturers identify areas for improvement in their sales processes, as well as pinpoint marketing messages that work for consumers. It also highlights how they are performing against their competitors.
Results of the first wave from 9,650 consumers suggest that one third of consumers have been put off buying a mobile phone as a result of their buying experience.
'The mobile phone industry is missing out on significant sales volume, even amongst consumers who are ready and willing to be sold to,' stated Caroline Gaskin, Director in Technology & Telecoms Consulting. 'As the technology and retail industry battle with the recession, it is good news that there are opportunities to increase sales - but this will only happen with the implementation of improvements.'
The study will be conducted three times a year, providing feedback from 18,000 consumers.
Yesterday, YouGov acquired US branding, customer sat and new product research specialist Clear Horizons, to bring the firm's list of blue chip clients and team of 'excellent researchers' to its stateside operations.
Web site: www.yougov.com .
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