Research from GfK Retail and Technology shows that more than 7% of all mobile phones bought in Europe last year were purchased online. That’s over 10% more than in 2009. Smartphone sales are a particularly popular choice for online shoppers, with approaching one in five sold via the web.
However, despite the growth, there’s little change in the retail channels chosen by consumers. 70% of sales are through telecom specialists, 17% from consumer electronic stores and 12% from non-specialists.
Aaron Rattue, GfK's Global Telco Marketing Director, said “The increased importance of pre-launch orders and the sophistication of consumer shopping habits have fuelled online demand. For several years now the Internet has been a key source for high ticket technical goods and will continue to have a significant influence on the sales of mid to top level phones.”