United Kingdom (UK) Home Phones and Software Market Trends, Analysis, Consumer Dynamics and Spending Habits
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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.
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.
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
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
Apple
Argos
Currys
Direct from manufacturer
Honor
Huawei
John Lewis & Partners
LG
Motorola
Nokia
OPPO
Samsung
Sony
Tesco
The Range
Xiaomi
Table of Contents
Table
Figures
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