TTH+1230+mobile+focus+group


 * Rationale**

U.S. users of smart phones typically buy a subsidized handset from a particular cell phone provider. Consequently they must consider trade-offs between handset features and the price and quality of the cell network. The purpose of our focus groups is to determine what factors influence these decisions, and whether they are driven primarily by the choice of handset or the provider network. This information will let us better advise Proximity clients about which handsets and networks are most attractive to Gen-Y users.

Questions: > > **Findings** Implication: - app ads should be changed to entice users.
 * Why did you buy your particular handset?
 * Did the reputation of the cell provider influence your decision?
 * What features and applications do you use on your mobile device?
 * Are you completely satisfied with your device? If unsatisfied, what would you improve about your device?
 * Are you satisfied with your provider, and will you renew your contract?
 * 70% use for texting; 30% for talking
 * all use for internet (younger more than older - 18-25 age range)
 * user of higher end phones used apps more than users of lower end phones
 * no one buys through app ads
 * PC use declined. PC primarily for school


 * Dukes A
 * Berg C
 * Saad D
 * Hatton J
 * Kennedy M