November 18, 2008

Despite Gloomy Holiday Sales Projections, Consumer Electronics Remain on Holiday Shopping Lists

OVERLAND PARK, Kan., Nov 18, 2008 (BUSINESS WIRE) -- --Teenagers Rejoice, You May Find a Smartphone in Your Stocking

Although holiday sales are projected to be dismal, consumer electronics still have a place on holiday wish lists. New research from Sprint (NYSE:S) reveals that almost half of Americans surveyed (45 percent) would like to receive or are planning to give consumer electronics of some sort this holiday season. Approximately one-third of those gift list wishes are for a smartphone, which is not just for the professional crowd anymore. Of those surveyed, 35 percent would consider buying a smartphone for someone between the ages of 13 and 17.

While smartphones are showing up on more holiday lists than last year (18 percent want to receive or are more likely to give a smartphone this year compared to last year), consumers remain concerned that the devices are hard to set up and use. The number of people who would consider giving a smartphone as a gift increases significantly if the device were ready to use right out of the box (62 percent) or came with a one-on-one training session (45 percent). With a Sprint smartphone, both of these are possible.

"Our survey confirmed that nearly seven in 10 Americans are hesitant to give a gift they think might be returned," said Kim Dixon, senior vice president of retail for Sprint. "There’s a perception that smartphones can be difficult to use, but holiday shoppers can be confident when they give someone a Sprint device. Each phone comes with a personalized session with a Ready Now-certified associate, so your gift recipient can feel comfortable using our product and get the most out of features that are important to them."

Understanding the latest consumer devices and all their bells and whistles is not always easy. More than one-third of those surveyed have been frustrated because they couldn’t set up an electronic gift they received within the first 24 hours of receiving the gift. In fact, when it comes to setting up a new electronic device, 26 percent would rather review their latest 401(k) balance, and 22 percent would rather clean a toilet.

For Sprint customers, setting up and learning to use a smartphone can be easy. Through Sprint’s Ready Now program, Sprint customers can choose how much or how little they want to learn about any of the features and applications on their phone. Customers have the choice to sit down with a Sprint retail associate while in the store, or they can make an appointment for a later time. For additional customer convenience, Sprint customers have the flexibility to schedule appointments either in the store, or online via Sprint’s store locator tool. Customers can visit to schedule an appointment and find the closest participating store.

Ready Now helps customers fully realize the benefits of everything the Now Network(TM) can do for them. In addition, Sprint offers the ease of use of the award-winning One Click wireless user interface. As simple to use as speed dial, One Click allows users to personalize their home screen and bring the Now Network right to their fingertips by selecting and organizing features and content, such as text messaging, Google search, Sprint Navigation, pictures, favorite Web sites, music, and a call log.


This data is the result of a telephone survey conducted among a national probability sample of 2,008 adults, comprising 1,007 men and 1,001 women, 18 years of age and older, living in private households in the continental United States. Interviewing for this CARAVAN(R) Survey was completed during the period of Nov. 6-10.


Sprint Nextel offers a comprehensive range of wireless and wireline communications services, bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two wireless networks serving nearly 51 million customers at the end of the third quarter 2008; industry-leading mobile data services; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. For more information, visit


Opinion Research Corporation, an infoGroup company, has offered innovative solutions to the toughest market research challenges of clients worldwide since 1938. Since the 1960s, ORC has conducted CARAVAN(R), the USA’s longest continuously running consumer omnibus. In addition, the firm has been conducting national, speech reaction, state and flash/overnight polls for CNN since April 2006. To learn more, visit

SOURCE: Sprint Nextel

Sprint Nextel
Melinda Tiemeyer, 913-794-1089