The Changing Face of Mobile Buying: Trends and Expectations for the UK

Thursday 19 March 2026, 10:00 GMT

Consumer buying behaviour for mobile phones and connectivity is evolving. Our eighth annual UK survey highlights a dynamic and fast-changing market underpinned by a transition to eSIM, SIM-only plans, online purchases and second-hand devices.

A headline finding was strong growth in awareness of eSIM and burgeoning use of the technology to connect to a domestic or international provider. Our survey revealed that nearly three-quarters of Britons (73%) have heard of eSIM compared with just 27% three years ago. Additionally, 73% would consider using a travel eSIM for their next international trip, rising to 86% among those who have used one before.

In our most-comprehensive study yet, we also probed people on annual price rises, satellite connectivity, trade-in and part-exchange schemes, unlimited data, AI features in smartphones and recent telecom mergers.

As operators and device-makers navigate a period of structural change in the telecom market, these evolving preferences carry significant implications for pricing, differentiation and long-term customer loyalty.

Join CCS Insight as we present the top findings from our research, unpack the forces reshaping consumer behaviour in the UK and explore what they mean for operators in 2026 and beyond.

Questions we will answer:

• What are the levels of awareness and use of eSIM in the UK?
• Could the use of personal hot spots impact entry-level broadband services?
• Will unlimited data become the default in mobile plans?
• What are people’s views on upcoming price rises?
• How fast is the SIM-only part of the market growing?

Featuring

Watch the replay