This IDC Presentation provides a detailed analysis of the importance of various smartphone, phablet, and tablet features/capabilities to the purchase decision process. Results are provided for major brands and are presented at the worldwide level as well as by major regions of the world. While understanding what drives purchase is important, perhaps it's even more important to understand feature/functionality performance — in the case of this report performance of mobile device brands are assessed from a classic needs-gap analysis standpoint, specifically that is how a particular feature or functionality performs relative to consumer expectations (i.e., analyzes gap between consumer expectations and feature performance). This method helps classify features into three categories — exceeds consumer expectations, meets consumer expectations, and performs below consumer expectations. Looking at features/functionality from a needs-gap analysis standpoint allows mobile device vendors to understand where to shore up performance shortcomings as well as to understand where expending additional resources may not result in any additional ROI. In addition, we have also assessed feature performance and consumer expectations using "stated importance versus derived satisfaction" scatter plots, which help visualize the combination of importance and performance-based feature satisfaction in one snapshot. In this manner, it's clear where the most-critical consumer needs are being met, as well as where unmet opportunities lie.
Keywords include smartphone, phablet, tablet, purchase drivers, feature importance, feature satisfaction, needs-gap, consumer, features, performance, brands, Apple, HTC, LG, Motorola, Nokia, Samsung, Sony, Acer, Amazon.com, ASUS, HP, North America, Latin America, Western Europe, Asia, APAC, CEMA, Southeast Asia, and SEA.