A third of mobile phones bought last year were purchased online, it has been claimed.
Consumer trends research company Global Reviews asked over 1,000 mobile phone buyers what they look for when buying a mobile and found 31% bought their phone online last year.
The survey also found that customers are increasingly going online to manage their mobile account.
Some 83% have visited their provider’s website, 44% have viewed their balance online, 23% have viewed their call history online and 14% have paid their bill online.
The research also tried to assess which of the leading provider websites is the most consumer friendly.
T-Mobile topped the league with 67% of its users who were surveyed rating it favourably, followed by Vodafone with 60%, Orange, 56%, and O2 with 54%.
Global Reviews director, Adam Goodvach said: ‘It is crucial that providers take advantage of the increasingly important role of the website to maximise their potential sales.
‘Unfortunately, consumers’ online experience varies dramatically depending on the site they are visiting.’