Best Buy Mobile commissioned a survey revealing that a large portion of adults in America plan to buy a smartphone in the next 12 months. However, many barriers stand in their way, including confusion about the technology, the shopping experience and price. The poll of 1,000 Americans, half men and half women all over the age of 18, was conducted by telephone May 29-31 by GfK Roper, a division of GfK Custom Research North America, to obtain a snapshot of current habits, preferences and purchase intentions among today’s mobile phone users.

Growing hunger for smartphones

The category of smartphones – mobile devices with computer functionality - has become a cornerstone for Best Buy Mobile, now in 1,067 U.S. locations both within traditional Best Buy stores as well as in standalone units. The GfK survey demonstrates many of the drivers and barriers to Americans’ smartphone purchases.

Only one in five of adults surveyed already owns a smartphone, but a sizable segment of those in their 20’s and 30’s in particular consider it a purchase they plan to make in the year ahead.

Of adults who do not yet own a smartphone, nearly half (47%) claimed they are too confused by the vast assortment of models and features. Barriers to smartphone ownership include the difficulty with the shopping experience, confusion about models and expense.

• 39% do not own a smartphone because they hate shopping for electronics products, with 45% of women in particular expressing this concern.
• 52% of women and 42% of men are confused about which model smartphone to buy, and more than half (53%) of adults over 50 express this confusion.
• 64% of Americans say they do not own a smartphone because they believe the devices are too expensive. This sentiment is particularly felt in the South.

“The good news for customers who shop with Best Buy Mobile is that we offer a choice of the major smartphones on the market from nine of the major carriers and unbiased, non-commissioned pros to guide consumers through the devices, features and services that may be right for them,” said Scott Moore, vice president of marketing for Best Buy Mobile. “We offer free upgrade checks to anyone currently using any form of mobile service, so customers can see if they’re eligible to get a smartphone; and in many cases, there are special promotional deals along with our everyday instant rebates. We want everyone to have a smartphone.”

Applications, real-time connectivity put smartphones on a pedestal

Traditional mobile phones have been characterized largely by the twin features of calling and texting. Interest in smartphones has centered around a wider universe of applications that allow consumers to read digital books, film videos, get directions from any current location, make travel reservations, download real-time content from the Internet and much more.

For those surveyed who own smartphones, the most important features are accessing information from the Internet, sending messages and taking digital photos. More than half (58%) feel it is important to be able to listen to music on their mobile phone. Forty-one percent feel it is important to be able to engage in social networking such as Facebook, MySpace or Twitter. And 36% said being able to play games is important.

“Standard mobile phones offer people an ideal way to stay connected for both professional or personal purposes,” Moore added. “However, smartphones take that connectivity to a new, more exciting level. The variety of features and tools that smartphones bring to consumers, allows them to stay close to family, friend and business partners through the method that most suits their needs – whether it is voice, texting, instant messaging or the Internet.

When it comes to which features are most in-demand, there is a gender divide.