Mobile devices and distribution channels: consumer survey

02 February 2023 | Research

Tom Rebbeck

Survey report | PPTX and PDF (8 slides); Excel | Smart Devices

"Changes to the handset market over the COVID-19 pandemic period have stabilised, with operators retaining around half of all handset sales on average, though with significant differences by country." 


This report uses Analysys Mason's annual consumer survey data to analyse the trends in distribution channels among smartphone users in a range of high- and middle-income countries.

Topics analysed

  • The split of sales between operator-owned and third-party owned distribution channels:
    • over time: 2018–2022
    • by country for 17 different countries
  • The split of sales between physical and online stores:
    • over time: 2018–2022
    • by country for 17 different countries
  • The report’s annex also includes data on other channels used by operators to sell smartphones (for example, sales on an app or through a call centre).

Survey data coverage

This survey was conducted in association with Dynata between July and August 2022. The survey groups were chosen to be representative of the mobile-internet-using populations of each country. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents in each country.

Geographical coverage

  • High-income countries: Australia, Canada, France, Germany, Ireland, Italy, New Zealand, Norway, Poland, Spain, Sweden, UK and USA
  • Middle-income countries: Malaysia, Philippines, South Africa and Turkey


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connected consumer services

Consumer survey

Analysys Mason's annual consumer survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans

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Tom Rebbeck

Partner, expert in TMT consumer and business services