May 26, 2017 | By Sarah Housley
Big data meets consumer insights. Experience WGSN.
Mar 02, 2017
By WGSN Insider
It’s not even out in stores or online yet, but the retail buzz around the Nokia 3310 is spreading like wildfire.
The news that the much-loved Nokia 3310 will be relaunched grabbed headlines earlier this week and seems to have boosted the Nokia brand overall. New data from Captify shows that UK searches for the word Nokia rose nearly 800% as a result.
Coming at the same time as China’s TCL Communication announced that it is to launched a new Blackberry phone featuring the brand’s traditional keyboard, and that sales of vinyl records reach a high last year, its shows that there is still money to be made from vintage-style and legacy products.
Captify said UK searches for Nokia jumped by 797% following the announcement of the relaunch of the 3310. The most popular features associated with Nokia’s new unit, among UK consumers, were phone cases (40%), the legacy game Snake (25%), the camera (18%) and the battery (17%) in the UK.
UK mobile phone networks also saw large rises in online searches associated with the 3310, with EE (at 97%) most likely to be searched along with the new phone. Meanwhile, O2 (1%), Vodafone (0.9%) and Three (0.1%) also saw minor searches related to it.
Dom Joseph, CEO and co-founder of Captify said: “Nostalgia is incredibly powerful for consumers and the renewed interest in the Nokia brand, as highlighted by our data, is clear proof of this.”
But he added that to really understand consumer interest in a product, brands need to look to online search data to determine real, concrete intent to purchase, instead of just general interest and nostalgia, which can soon fade.
He said Captify saw this with Pokémon last year. “Thanks to the launch of Go, it experienced a huge revival but now, over six months later, searches have declined dramatically, as the initial interest has worn off.”
“The genuine consumer interest in the Nokia 3310 is borne out from our data which shows a huge spike in the public searching for actual network carriers, despite the product not being available until the second half of 2017. It demonstrates that people really do want to buy the product well ahead of its release, and are already starting to make decisions about which network they’ll use too.”
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