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This file may not be suitable for users of assistive technology.
Request an accessible format.
If you use assistive technology (such as a screen reader) and need aversion of this document in a more accessible format, please email general.enquiries@cma.gov.uk.Please tell us what format you need. It will help us if you say what assistive technology you use.
Details
As part of its market study into mobile ecosystems, the CMA commissioned consumer research into the UK smartphone market.
This research, which was delivered by the research agency Accent, was intended to develop a more in depth understanding of purchasing behaviour in the UK smartphone market, with a particular focus on switching behaviour between smartphone brands and operating systems. The research methodology comprised a large scale quantitative survey supported by qualitative interviews with marginal users, who were defined as those that had considered switching operating system but chose not to.
