The UK: Home Category Data, The Consumer - Phones & software report offers a comprehensive insight into consumer attitudes in the UK phones & software market. The report focuses on overall phones & software products and its three sub-categories: Phones, Software, and Mobile phone services. Consumer data is based on our 2025 UK phones & software survey, using a panel of 2,000 nationally representative consumers.
Key Highlights
- Direct from manufacturer holds the highest conversion rate in the overall phones & software market followed by Apple
- 73.3% of respondents cited range as the driver of choice for their phones & software purchases
- 86.8% of phones & software consumers undertook some research before buying
Scope
- 28.1% of UK consumers have purchased phones & software products in the last 12 months, with the highest purchasing penetration among 16-24 year-olds. Amazon is the most popular retailer for purchasing phones & software products, followed by Apple and Samsung.
Reasons to Buy
- Identify the demographic profile of shoppers 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
- Consumer penetration by subcategory
- Drivers of purchase
- Replacement cycle
- Retailer use
- Retailer profiles
- Retailer drivers
- Retailer improvements
- Channel use
- Research prior to purchase
- Category-specific questions
- Purchasing secondhand
- Methodology and contacts
- Consumer Penetration by Product, 2025
- Purchase Motivations, 2025
- Retailer Conversion Rates, 2025
- Retailer Purchased From By Subcategory, 2025
- Retailer Usage by Demographic, 2025
- Drivers of Retailer Choice by Retailer, 2025
- Retailer Improvement Opportunities by Retailer, 2025
- Consumer Secondhand Consideration by Product, 2025
- Consumer Penetration, 2025
- Consumer Penetration by Subcategory, 2025
- Purchase Motivations, 2025
- Replacement Cycle, 2025
- Retailers Visited & Purchased from, 2025
- Retailer Profile - Amazon, 2025
- Retailer Profile - Apple, 2025
- Retailer Profile - Samsung, 2025
- Retailer Profile - Direct from manufacturer, 2025
- Retailer Profile - Argos, 2025
- Drivers of Retailer Choice, 2025
- Retailer Improvement Opportunities, 2025
- Shopper Research Process, 2025
- Interaction With Staff Instore, 2025
- Channel Usage when Researching, 2025
- Channel Usage when Purchasing, 2025
- Online Fulfilment Methods, 2025
- Shopper Views on Online Shopping for Phones & Software, 2025
- Satisfaction With Online Shopping for Phones & Software, 2025
- Views Prior to Purchase, 2025
- Factors of Importance When Purchasing Phones & Software, 2025
- Opinions on Phones & Software Products, 2025
- Mobile Phone Contract Ownership Consumer Penetration, 2025
- Mobile Phone Pay-as-you-go Ownership Consumer Penetration, 2025
- Brand Choice, 2025
- Mobile Phone Upgrade Cycle, 2025
- Reasons For Upgrading Mobile Phones, 2025
- Mobile Phone Use, 2025
- Consumer Secondhand Penetration, 2025
- Consumer Secondhand Penetration by Subcategory, 2025
- Channels Used for Purchasing Secondhand Phones & Software, 2025
- Why Consumers Bought Secondhand Phones & Software, 2025
- Why Consumers have Not Bought Secondhand Phones & Software, 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- Apple
- Argos
- Currys
- Direct from manufacturer
- Honor
- Huawei
- John Lewis & Partners
- LG
- Motorola
- Nokia
- OPPO
- Samsung
- Sony
- Tesco
- The Range
- Xiaomi
