As part of its ongoing work to promote fair competition and protect consumer interests, the Competition and Markets Authority (CMA) recently consulted on its proposed decision to designate Apple and Google as having Strategic Market Status (SMS) in respect of their mobile platforms. These platforms cover mobile operating systems, app distribution, and browsers which shape the digital experience for millions of UK consumers.

The CMA sought evidence to better understand how consumers interact with these platforms, including their choices, behaviours, and switching patterns.

Accent was commissioned to conduct a consumer survey to explore smartphone users’ attitudes and behaviours. The goal was to provide robust insights into purchasing decisions, operating system switching, app usage, and online search behaviour.

We designed and delivered a rigorous, evidence-based study to capture the views of a broad range of UK smartphone users. Our research focused on understanding the factors that influence platform choice and how these behaviours affect market competition.

These findings played a key role in helping the CMA assess the competitive landscape and the potential impact of designating Apple and Google with Strategic Market Status.

Read full published report here: https://assets.publishing.service.gov.uk/media/687fb060f2ecaeb756d0e25a/Consumer_survey_report.pdf