Carphone Warehouse tops advice survey
August 27th, 2003
The Carphone Warehouse has come out a clear top among mobile retailers in an ICM phone poll asking where people would go for advice on buying mobile solutions.
Of those that would go to a mobile phone store for advice, 27% would visit The Carphone Warehouse, a clear majority over Orange stores (18%), Vodafone stores (16%), The Link (16%) and O2 stores (9%). Only 5% of respondents mentioned T-Mobile stores, Phones 4 U and independent retailers. The survey also showed that 34% of T-Mobile customers surveyed claimed they would rather go to The Carphone Warehouse for advice than a T-Mobile store and 30% of O2 customers named The Carphone Warehouse as their preferred store for advice.
42% of 1,013 respondents to a poll conducted by ICM Research said they would first ask a family member, friend or colleague for advice or help with their mobile phone. Mobile phone stores came second with 28%. 11% said they would consider calling a telephone helpline. 15% would search the Internet for help.
Text messaging came top of the services and features that most people wanted to learn about. The survey showed that people wanted to learn more about subjects such as roaming (41%), voicemail (36%), and handsfree accessories (30%). 14% were interested in Internet access, 15% by video calls and 22% by picture messaging People aged 18-24 were more likely to be interested in picture messaging, games, ring tones and roaming. Respondents aged 55 and over showed most interest in roaming, text messages and in-car handsfree usage.
Comments Andrew Harrison, UK Chief Executive of The Carphone Warehouse:
“ The Carphone Warehouse was founded on offering customers simple, impartial advice and first class service and as the mobile phone market becomes increasing complex, the need for impartial and skilled advice is stronger than ever. ICM’s research shows that customers recognise this and will go out of their way to visit a Carphone Warehouse store in order to get the best advice. We invest heavily in consultant training and unique customer services and it’s extremely rewarding to know that this pays off.”
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For further information: The Carphone Warehouse press office – 0845 604 1207