Operator Retail Stores Remain Consumers' Primary Outlet to Purchase a New Phone

The most utilized sales channel to purchase a new mobile phone is the operator’s retail store for both respondents in the US and Western Europe, with the majority of respondents who visit a store to see the phones firsthand when making a purchase decision. While the majority of smartphone owners in both regions visit a store to see the phones in person, less than half of them will engage with an in-store representative to help make their purchase decision. However, the number of respondents who look for information via independent online blogs and review sites before making a purchase decision has increased since 2010.