1/24/2011 4:21:00 PM
Online sales of mobile phones in Europe hit record high
More than 7% of all phones bought over the last year in Europe were purchased online, according to the latest research from GfK Retail and Technology. This represents growth in excess of 10% over the same period (Jan-Oct) in 2009.
GfK reported that there was little change in terms of the channels Europeans are buying from: telecom specialists account for 70% of sales; consumer electronic organisations are responsible for 17%; and non-specialists have a 12% share in volume. This varies by both brand and product, but smartphone sales are considerably more likely to be purchased online, with a rate of sale close to one in every five sold.
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 it will continue to have a significant influence on the sales of mid to top level phones.’