Mobile Buying Trends: What’s Changing and Why it Matters

Tuesday 25 March 2025, 15:00 GMT

Consumers’ mobile phone buying habits are evolving, driven by shifting preferences in purchasing channels, brand loyalty, and connectivity needs. In late 2024, CCS Insight’s latest UK Mobile Buying Survey uncovered key trends shaping the market, from the rise of second-hand and refurbished devices to changing attitudes toward trade-in schemes, annual price rises, and unlimited data plans. With AI integration and industry developments like the Vodafone–Three merger also influencing decisions, the landscape is more dynamic than ever.

These trends are not unique to the UK. Our research also examines mobile buying behaviour in the US, Spain, and Germany, providing a broader view of how consumer habits are shifting across key markets.

Join CCS Insight as we share top-level findings from our research, exploring the critical factors shaping consumer behaviour and what they mean for the future of the telecom industry.

Questions we’ll answer:

Why are more people buying mobile phones direct from manufacturers, rather than operators?
What are the latest trends in online and in-store purchases?
Would people be prepared to pay more to access AI capabilities on smartphones?
Will SIM-only plans continue to gain market share, and how will this differ across the UK, Germany, Spain, and the US?
What are the leading drivers for people to take unlimited mobile data plans?
How do Vodafone and Three customers feel about the upcoming merger?
How do mobile contract lengths differ across the UK, Germany, Spain and the US?