A new Telco report from YouGov shows when it comes to cell phone renewal considerations, a third of urban Indians (33%) plan to upgrade their cell phone with the same brand. The decision to stick to their current phone brand or switch to a new one is equally split, with nearly three in ten (28%) planning to consider each option.
The report sets out to understand the purchase intentions and motivations of cell phone and carrier consumers across 18 international markets. It helps marketers understand consumer upgrade and switching behaviour, as well as customer retention strategies.
Looking at the data by age, young adults between 18-24 years are more likely to stick with their current cell phone brand but least likely to upgrade with the same brand. Upgrading is higher among residents belonging to 25-54 years age group.
When asked what would encourage switchers to stick to their current cell phone brand, half of urban Indian respondents said more or improved phone features (50%), followed by better customer service (46%) and easy access to 5G (43%) will motivate them to do so.
Looking at the global picture, urban Indians (28%) are second most likely to switch to a different cell phone brand, just after Indonesians (30%). Consumers from Britain, the US and Denmark are least likely to do so in this regard.
Brand sticking tendencies are the highest among European markets like Germany, Poland, Spain and Britain (51-47%). On average, two out of five consumers from Mexico, Canada and the US are also likely to share the same sentiments (44-37%). When it comes to upgrading phones with the same brand, Danes (43%) are more likely to do so followed by Singaporeans and UAE consumers (39% each).