The research shows that 53 per cent of shoppers bought their most recent mobile handset online, compared to just 34 per cent who made a purchase in-store.
The study further demonstrates the affect of online advertising on sales. Recent figures from show that O2 was the most prolific online advertiser in April followed by T-Mobile in second place and Orange in fifth.
However, the research also shows that mobile handset manufacturers are failing to maximise the potential of the web as a sales channel, with more than a third of consumers put off making an online purchase because of poor website design and navigation.
"The mobile phone industry is missing out on significant sales volume, even amongst consumers who are ready and willing to be sold to," says Caroline Gaskin, director of technology and telecoms consulting at YouGov. "There's a genuine opportunity to gain market share for the retailers which polish their performance."
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