Gartner Research

The Things People Buy: CIOs Need to Know the Smartphone User Preferences That Impact Mobile Policies

Published: 22 January 2016

ID: G00291948

Analyst(s): Nick Ingelbrecht


Purchasing patterns across smartphone platforms are changing. CIOs can mine smartphone buyer behavior and attitudes in order to optimize their "bring your own" and device procurement policies.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Many consumers, especially in emerging markets, are signaling a purchasing preference for iPhone operating system (iOS)-powered devices, despite Android dominance in most smartphone markets, with CIOs having to maintain support for several operating systems
  • Consumer support for the Windows smartphone platform is relatively weak, with CIOs having to anticipate a possible exit from the smartphone market, despite the strength of the platform on other devices
  • Demographic and firmographic factors impact BYO and CL mobile device policies, requiring CIOs have a clear view of user preferences and context of device purchases coming into the workplace

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