Mobile devices and distribution channels in Europe and the USA: consumer survey

13 April 2022 | Research

Oliver Bruff

Survey report | PPTX and PDF (5 slides); Excel | Smart Devices

"Handset replacement cycles are increasing year-on-year; bundled handsets tend to have some of the shortest lifetimes."


This report provides an analysis of the trends in device adoption among smartphone users in Europe and the USA. It uses consumer survey data to assess the distribution channels, spend and replacement cycles for handsets.

Topics analysed

  • Operators’ performance as smartphone sales channels and how it relates to consumers’ choice of tariffs
  • Handset replacement cycles and how they have changed over time
  • The most prominent handset brands in Europe and the USA and their performance over time
  • Operators’ ability to upgrade smartphone users to 5G handsets

Survey data coverage

The survey was conducted in association with Dynata between August and September 2021. The survey groups were chosen to be representative of the mobile-internet-using population in Europe and the USA. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country (2000 in the USA).

Geographical coverage

  • France
  • Germany
  • Ireland
  • Italy
  • Poland
  • Spain
  • Sweden
  • Turkey
  • UK
  • USA


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