A new study from market research consultancy firm iGR is shedding light on the current situation in mobile consumer churn rates.
Why worry about churn rates (the percentage of mobile subscribers who end their service contracts)? It matters to mobile operators because the U.S. mobile market has become saturated. Bottom line: the only way a mobile operator can grow its subscriber base is to steal customers from a competitor.
The iGR analysis considers the ways in which advertising and promotions, price, customer service, network quality, and tangential non-mobile services offered by a provider influence the choices that consumers make. The study also identifies important trends revealed by comparing results to those published by iGR published in Q1 2016.
“Through this study, we wanted to identify trends and specific causes of churn,” said Iain Gillott, iGR president and founder. “We identified new factors that are increasingly impacting mobile consumers’ likelihood to stay with their current provider.”
“U.S. Mobile Consumers and Churn: Who is Churning and Why?” provides an analysis of the causes of churn, a comparison of the major U.S. mobile operators’ churn rates, and an overview of the current behaviors of U.S. mobile consumers.
“The study also identifies U.S. consumers’ perceptions of the network quality, pricing, and customer service of the major operators and analyzes how these perceptions might affect their likelihood to churn,” notes the provided report summary.
The data in the study is based on two web-based surveys of more than 1,000 U.S. mobile consumers that iGR fielded in November, 2015 and March, 2017.
Why did U.S. mobile consumers who switched operators in the last year do so? To find out, click here to purchase and download iGR’s report.