Mobile Service Churn: Managing Consumer Expectations

The mobile service industry in the U.S. market has reached its saturation point. Service providers have intensified their marketing to gain customers from competitors or defend their turf through innovative service offerings and customer loyalty programs. This consumer research provides an objective analysis of how service providers are successful in this very competitive industry and explores reasons behind consumers’ decision to change operators or stay with their existing one. It also explores consumer interest in using alternative mobile services from new entrants such as Google.

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Mobile Service Market Competition

Wireless Carrier Market Share (2014 - 2017)

Net Promoter Score by Mobile Service Provider (Q2/17)

Net Promoter Score by Age (Q2/17)

Net Promoter Score by Income (Q2/17)

Net Promoter Score by Technology Adoption Segment (Q2/17)

Mobile Plan Type (Q2/17)

Mobile Plan Type by Mobile Service Provider (Q2/17)

Net Promoter Score by Mobile Plan Type (Q2/17)

Data Plan Size by Mobile Service Provider (Q2/17)

Fixed Data Plans: Data Plan Size by Mobile Service Provider (Q2/17)

Net Promoter Score: Mobile Service as Part of a Bundle (Q2/17)

Top and Bottom Spenders

Cost of Mobile Service Per Month Among Top Brands* (2015-2017)

Cost of Mobile Service Per Month: Bundled vs Standalone (Q2/17)

Average Monthly Service Cost by Provider (Q2/17)

Average Monthly Service Cost by Provider & Plan Type (Q2/17)

ARPU: Top & Bottom Tiers of Mobile Spenders by Provider (Q2/17)

Net Promoter Score: Top & Bottom Tiers of Spenders by Provider (Q2/17)

Top and Bottom Spenders by Age (Q2/17)

Top and Bottom Spenders by Household Income (Q2/17)

Top and Bottom Spenders by Marital Status (Q2/17)

Top and Bottom Spenders by Children at Home (Q2/17)

Service Switching Behaviors

Time Since Last Change to Mobile Service (Q2/17)

Most Recent Change Made to Mobile Service (Q2/17)

Most Recent Plan Change by Provider (Q2/17)

Most Recent Change Made to Mobile Service by MSP (Q2/17)

Comparison of Respondent Churn to Market Share (Q2/17)

Mobile Churner Destinations (Q2/17)

Respondent Churn Destinations (Q2/17)

Respondent Churn Origins (Q2/17)

Standalone or Bundled Mobile Service by Switching to a New Service Provider in Past 12 Months (Q2/17)

Household Income by Switching to a New Service Provider in Past 12 Months (Q2/17)

Smartphone OS by Switching to a New Service Provider in Past 12 Months (Q2/17)

Important Factors in Choosing Next MSP (Q2/17)

Important Factors in Choosing Next MSP by Switching to a New Service Provider in Past 12 Months (Q2/17)

Top 6 Features Important in Selection of Next MSP by Current MSP (Q2/17)

High Importance of Unlimited Data Plan in the Selection of Next MSP by Current MSP (Q2/17)

Factors Influencing Decision to Switch Mobile Service Provider (Q2/17)

Participation in Loyalty Programs by Mobile Service Provider (Q2/17)

Net Promoter Score by MSP Loyalty Program Enrollment (Q2/17)

Loyalty Programs as a Very Important Factor in Selection of Next MSP by Current MSP (Q2/17)

Loyalty Programs as a Very Important Factor in Selection of Next MSP by Enrollment in a Loyalty Program from Current MSP (Q3/17)

High Importance of Sponsored Media by Service Provider (2016 - 2017)

Appendix

Publish Date: 1Q 2018

Slides: 55


Authored By:
Kristen Hanich - Research Analyst
Yilan Jiang - Senior Research Manager

Published by Parks Associates
© January 2018

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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