Contactless payment and 4G ‘least important’ mobile features
Contactless payment technology and 4G capabilities are the least important features considered when buying a new phone, a new study has found.
Research from GMI reveals that 53% of consumers think that contactless payment tech is not important when deciding on a new phone to buy, with 31% thinking the same for 4G capabilities.
The research could be a blow to the mobile industry as it looks set to launch into the contactless payment space.
Speaking at the annual IAB Mobile Engage conference last week, Weve CEO, David Sear, said that mobile phones are on the cusp of being used to make contactless payments, and that the industry should expect a “massive shift” in the way people use their mobile devices in 2014.
“We are almost at the point of being able to use our mobile phones for physical purchases – tapping them like we do contactless cards,” said Sear. “We trust our devices – they contain out lives – and payment is a natural extension of that trust.”
However, despite recent technological advancements, GMI’s research reveals that consumers still look for more traditional features when deciding on a smartphone to buy, such as a long-lasting battery and good camera.
89% of the 1,000 respondents – the highest percentage – said that battery life was an important consideration when buying a new phone, followed by the device being made by a well-known or trusted brand name (68%) and having a fast processor (67%).
Other important features included having a high-quality camera, a large screen and an operating system that links easily with other devices.
“Whilst consumers are still concerned about getting the basics right, innovative features and ground-breaking apps still help to differentiate the products in a very competitive market,” said Ralph Risk, marketing director, GMI EMEA.
“Drilling further into our data helps to understand how much impact battery life has on the everyday use of a mobile phone – the majority of people have to recharge their phone at least once per day and a significant number regularly run out of battery whilst using their phone.
“A strong reliable battery life is definitely still a focus both for consumers and for manufacturers who are constantly working on improving the autonomy of their devices.”
