According to a recent survey carried out by Ipsos MORI for LogicaCMG 58% of people who one a mobile phone have no idea what make and model it is.
49% of all users are aware of the make of their handset and an amazing 9% cannot name either the manufacturer or the model number.
The reasons behind these figures are likely to come from a lot of consumers having no real desire to know these details. Most people appear happy with a phone that works and maybe looks stylish as well. This theory is backed up by the fact that young men are most likely to know about their handset.
Another problem is that most handsets don’t have the model number written on the casing so people with older phones are likely to have forgotten the details.
Mobile operators are likely to be worried by these statistics which make it much harder to sell the high end data services that generate the most income per customer. It places much more emphasis on the customer service departments to know the full details about all their customers handsets and their specific requirements.
Paul Gleeson, chief operating officer, LogicaCMG telecoms, said: “This research demonstrates that many operators could well be trying to sell advanced data services based on the incorrect assumption that the users they are communicating with have basic knowledge of their own handsets. Often this is not the case; the language used by the customer service advisor can be inappropriately technical and, as a result, they could actually be putting a number of people off using their handsets.”
