The UK: Home Category Data, The Consumer - Phones & software 2023 report offers a comprehensive insight into consumer attitudes in the UK phones & software market. The report focuses on four key subcategories: overall phones & software, phones, software, and mobile phone services. Consumer data is based on our 2023 UK phones & software survey, using a panel of 2,000 nationally representative consumers.
Scope
- The highest proportion of sales were made via Amazon
- Younger consumers were significantly more likely than average to buy directly from the manufacturer, whereas older consumers were more likely than average to buy from established third party retailers like Argos and Currys
- 'Nearly half of purchases were made online'
Reasons to Buy
- Identify the demographic profile of shoppers and average spend within each subcategory, allowing you to better target ranges.
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences.
- 'Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas.'
Table of Contents
- Definitions
- Consumer Penetration by Subcategory
- Drivers of Purchase
- Replacement Cycle
- Retailer Use
- Retailer Profiles
- Retailer Drivers
- Retailer Improvements
- Research Prior to Purchase
- Views Prior to Purchase
- Category-specific questions
- Methodology & Contacts
- Consumer Penetration by Product, 2023
- Purchase Motivations, 2023
- Retailer Conversion Rates, 2023
- Retailers Purchased from by Subcategory (Top 5), 2023
- Retailer Usage by Demographic, 2023
- Drivers of Retailer Choice by Retailer, 2023
- Retailer Improvement Opportunities by Retailer, 2023
- Consumer Penetration, 2023
- Consumer Penetration by Subcategory, 2023
- Replacement Cycle, 2023
- Retailers Visited & Purchased from, 2023
- Retailer Profile - Amazon, 2023
- Retailer Profile - Argos, 2023
- Retailer Profile - Currys, 2023
- Retailer Profile - Apple, 2022
- Retailer Profile - EE, 2023
- Drivers of Retailer Choice, 2023
- Retailer Improvement Opportunities, 2023
- Shopper Research Process, 2023
- Interaction with staff instore, 2023
- Channel Usage when Researching, 2023
- Channel Usage when Purchasing, 2023
- Online Fulfilment Methods, 2023
- Shopper Views on Online Shopping for phones & software, 2023
- Satisfaction with Online Shopping for phones & software, 2023
- Views Prior to Purchase, 2023
- Factors of Importance, 2023
- Opinions on Phones & software
- Mobile phone contract ownership
- Mobile phone pay-as-you-go ownership
- Brand choice
- Mobile phone upgrade cycle
- Reasons for upgrading mobile phones
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Adobe
- Alcatel
- Amazon
- Apple
- Argos
- Currys
- EE
- GAME
- Huawei
- John Lewis & Partners
- Microsoft
- Motorola
- Nokia
- Norton
- O2
- OPPO
- Samsung
- Sony
- Tesco
- Vodafone
- Xiaomi
