US customers are buying their mobile plans and accompanying phones more online, with web purchases now outpacing both in-store and telephone channels, according to a WUA study from June. About 42 percent of respondents bought their current mobile package online, with another 6 percent saying they would buy online for their next purchase, taking the total to 48 percent. After comparing website options in the study, a total of 52 percent said they would buy via the internet right now, 8 percentage points up from buying in person.    

This shift is putting websites more in the spotlight, with customers definitely preferring some operator sites to others. Verizon ranked highest in terms of the online purchase experience for consumers buying new smartphones and plans, scoring 79 out of 100. T-Mobile came next, followed by AT&T. Meanwhile, T-Mobile & MetroPCS soared in the digital sales rankings, compared to the previous six months, while Sprint dwindled further.   

Respondents noted that AT&T’s slow website could depress retention and push existing customers to competition. Prior to completing the study task, 28 percent of participants reported AT&T as their current mobile provider. After comparing various telecom providers, AT&T’s website was the preferred place of purchase for only 16 percent of these prospective customers. The inability to retain 12 percent of its current customer base represented the biggest net change.