Mobile devices and distribution channels: consumer survey

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