Leading smartphones purchase channels among consumers APAC 2024, by country

Published by K. Tran, Apr 28, 2025

According to a 2024 survey conducted by Rakuten Insight among consumers in the Asia-Pacific region, mobile network operator stores were most popular channel for smartphone purchases in Japan, South Korea, and Taiwan, with at least half of respondents from these regions buying smartphones through this channel. Notably, consumers in China typically bought smartphones from e-commerce marketplaces and smartphone brand stores, with around 60 percent of respondents choosing these channels.

Leading smartphones purchase channels among consumers in the Asia-Pacific region as of October 2024, by country or territory

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Release date

March 2025

Region

Asia, APAC

Survey time period

October 10 to 30, 2024

Number of respondents

104,765

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Survey question: "Which purchase channel do you use when buying a smartphone?". Respondents could choose up to 3 of the most relevant answers.

Respondent counts:

China: 4,086 ;

Hong Kong: 2,223 ;

Indonesia: 10,434 ;

India: 22,127 ;

Japan: 439;

South Korea: 4,302;

Malaysia: 10,061;

Philippines: 12,382;

Singapore: 4,376;

Thailand: 20,857;

Taiwan: 9,575;

and Vietnam: 3,903.

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