Consider the last significant purchase you made, such as a smartphone. For most people, a smartphone is an essential tool and there are a plethora of smartphone manufacturers each offering extensive product ranges for you to choose from.
Despite the choice available, the core feature used by most smartphone users is very similar. A survey from the Express in March 2017 shows the top uses of mobile phones in the UK.
It shows the top 10 daily uses of smartphones according to polled responses:
- Text – 88%
- Email – 70%
- Facebook – 62%
- Camera – 61%
- Reading news – 58%
- Online shopping – 56%
- Checking the weather – 54%
- WhatsApp – 51%
- Banking – 45%
- Watching videos on YouTube – 42%
What’s surprising about these stats (other than the fact that ‘calling’ doesn’t even make the top ten uses of a mobile phone!), is that these features are available on nearly any device, no matter which brand or model.
If any phone on the market can perform the functions you need, then why do people choose one manufacturer/model over another? The answer is that manufacturers successfully focus their products – and importantly the stories that sell those products – at specific customer segments. People in the various segments respond to those stories and end up buying the product that closest fits their personal needs.