While smart phone companies compete in a frantic race to provide their products with sophisticated features to attract as many consumers as possible, the buyer's eye rests on something else before choosing a device.
A study, which would change the strategy of smart phone producers, revealed that the handset's external appearance was the first consumer standard to take into account before making a buying decision.
The joint research between the University of Seville and the Catholic University of Chile indicated that those who want to buy smart phones look at the technical specifications provided by the phone as a side issue and not a critical one.
The study surveyed the views of 390 people in Brazil and Chile to learn about their behavior when buying smart phones. The researchers found that the vast majority of them made their decisions based on their admiration of the appearance of the phone.
"The more attractive the phone is and the more appealing the design, the stronger the emotional relationship that consumers are building," the University of Seville said in a statement. "This indicates a fundamental impact of the phone's appearance on the purchasing decision."
"The analysis shows that the smartphone is the most influential factor in the intention to buy, so it has been suggested as the most advantageous feature to be used when designing ad campaigns."
