Consumers express high mobile operator loyalty

BOSTON, UK: Strategy Analytics has found that mobile phone consumers in both the US and Western Europe show relatively high intentions of staying with their current operator when purchasing their next device.

Respondents from AT&T and Verizon Wireless in the US, O2 and Orange in the UK, and T-Mobile in Germany, report particularly high levels of satisfaction leading to operator loyalty.

The recent Strategy Analytics Wireless Media Lab report, “O2 UK Customers Report Highest Operator Loyalty,” investigates loyalty to operators, as well as mobile service payment methods, average revenue per user, and operator churn.

“In the US, 71 percent of users say they would ‘definitely’ or ‘probably’ stay with their current network operator when they buy their next phone, as would 64 percent of users in Western Europe,” commented Christopher Dodge, Analyst in the Strategy Analytics User Experience Practice.

Paul Brown, Senior Analyst at Strategy Analytics, added: “With respondents exhibiting high levels of operator loyalty, the battle is on for mobile operators to try and attract new customers. As well as competing on price, it is important for operators to come up with innovative methods of attracting both first time mobile phone users and those who are currently with a rival carrier.”