While a cheaper deal is important, UK smartphone consumers are looking at convenience most, even after COVID-19
Just as in other parts of the world, European countries have been hit hard by COVID-19 when it comes to smartphone sales. Our latest Consumer Lens surveys reveal that many consumers here have opted for reduction in budget for the next smartphone and extension of ownership period before the next purchase. In a silver lining of sorts, a higher than normal growth has been witnessed in online smartphone purchases.
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Reasons for Choosing a Purchase Source (Graphic: Counterpoint Consumer Lens)
In this article, we cover three big markets in Europe — United Kingdom, Germany and Spain — to understand consumer preferences for the modes of next purchase, based on the Consumer Lens surveys.
Offline vs Online
With ~35% of smartphone sales in the