The NPD Group: Only One-Quarter of Consumers are Satisfied with
Wireless Retail Shopping Experience
Consumers more satisfied with mass merchants and electronics
stores than with carrier stores; Wal-Mart and Radio Shack
top-ranked merchants
Laptop Battery PORT WASHINGTON, NEW YORK, November 21, 2005 According to a new
report from The NPD Group, consumer satisfaction with the wireless
retail shopping experience is low across the board, with only 24
percent of recent mobile phone purchasers stating that they had an
excellent or good experience. While NPDs survey confirms that the
vast majority of mobile phone and service purchases are made at
carrier-owned stores, consumers who purchased from other types of
stores, including mass merchants and electronics retailers,
reported higher levels of satisfaction.
RadioShack and Wal-Mart were the top two retailers in terms of
overall shopping experience, and also ranked high in other metrics
including helpful sales staff, variety and selection of wireless
products, and store layout.
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Thinkpad Wireless carriers continue to dominate wireless retail sales,
with 68 percent of all purchases made at carrier-owned stores. Even
so, this type of store generally ranked lower in satisfaction than
other retail channels in all categories. Overall Nextel and
Cingular ranked highest among carriers, and T-Mobile and Sprint
ranked lowest.
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Microsoft Carriers are working to improve shopping experience at their
stores, said Clint Wheelock, vice president of wireless research at
The NPD Group. Many new tactics are being implemented, including
better educating sales staff, providing self-service computer
kiosks and changing store layout and flow to improve the customer
shopping experience.
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Laptop Computers Mass merchants, electronics stores and wireless specialty stores
consistently ranked higher in customer satisfaction than most
carrier-owned stores in a variety of areas, including overall
satisfaction, knowledge of sales staff, and selection of phones and
calling plans.
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Laptop Computer The majority of consumers surveyed were repeat phone purchasers,
with only 14 percent being first-time wireless subscribers. More
consumers purchased their device as a replacement for their current
phone (39 percent) or a broken one (15 percent), a trend NPD
expects to continue into the foreseeable future.
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Desktop Computer While carriers will likely continue to dominate the wireless
retail space, opportunities also exist for other types of
retailers, Wheelock said . Changes in the wireless landscape, such
as the emergence of MVNOs and market saturation, could also offer
new opportunities for other retail channels.
Notebooks Methodology: Data and information contained within this report
is derived from several NPD sources: Web-based survey among a
nationally-balanced and demographically-representative sample of
2,139 members of NPDs online consumer panel (age 13 and older);
interviews with wireless carriers, handset manufacturers and
retailers; market perspectives from NPD Wireless analyst staff. The
consumer survey was conducted in September 2005; NPD screened for
participants who had visited a store that sold wireless phones in
the last three months.
Lenovo About The NPD Group, Inc.
Since 1967 The NPD Group has provided reliable and comprehensive
consumer and retail information for a wide range of industries.
Today more than 1,400 manufacturers and retailers rely on NPD to
help them better understand their customers, product categories,
distribution channels and competition in order to help guide their
business. Information from The NPD Group is available for the
following major vertical sectors: apparel, appliances, automotive,
beauty, consumer electronics, food and beverage, foodservice,
footwear, home improvement, housewares, imaging, information
technology, music, software, travel, toys, video games, and
wireless. For more information visit www.npd.com.
Hard Drive Source: The NPD Group, Inc.
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