Loyalty Lacking Among Leading Wireless Service Providers
Worthington, OH – 5/28/2013
The mobile market is as competitive as ever with new innovations around every corner. But as companies look to delight consumers with the latest technology, it appears that the basics are causing headaches among users, according to Prosper Insights & Analytics™.
In the April Prosper Mobile Insights™ survey, nearly 70% of Mobile Users 18+ say that the best service/coverage is more important than the latest technology. Almost half (48.8%) say they’ve experienced connection issues with their mobile device. Slow Internet connection (42.9%) and inconsistent access to 3G/4G networks (32.4%) are significant challenges users have with mobile service providers.
Prosper Insights & Analytics also looked at Net Promoter Scores* for the top wireless service providers. This methodology considers the likelihood of a customer to recommend a product or service to a friend, resulting in a snapshot of loyalty to that particular brand. Tight competition allows little room for errors and looking at the NPS, the big name providers have room for improvement. Verizon has the highest score (15.44%), followed by Sprint (3.43%). Both T-Mobile and AT&T have negative scores of -0.89% and -2.97%, respectively.
“With no-contact plans abound and the competition between mobile manufacturers remaining fierce, mobile users are becoming increasingly untethered from loyalty to any particular brand, make, or service provider,” said Pam Goodfellow, analyst for Prosper Insights & Analytics™. “Service providers and manufacturers who are losing sight of the ‘basics’ – fast connections, longer battery lives, reliable functionality, and so on – may be playing with fire, and their customers will move on before they get burned.”
For the complimentary report and access to the Prosper Mobile InsightCenter™ which includes a full list of wireless providers’ Net Promoter Scores, visit www.ProsperMobile.com. Once you’ve logged in, the report is posted under the “Insights” tab.
These insights derive from the April Mobile Survey, conducted by Prosper Mobile Insights™. The survey included 336 smartphone and tablet users from the uSamp Mobile Panel who completed the survey on their devices. Margin of error is +/- 5.5% at a 95% confidence level. NPS calculations are based on results from the April 2013 Monthly Consumer Survey of 4,912 respondents, with a MOE of +/- 1.4% at a 95% confidence level.
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld
Prosper Insights & Analytics™
Prosper Insights & Analytics provides advanced business intelligence using sophisticated analytical software to examine big datasets and provide answers to executives via its cloud-based InsightCenter™ platform powered by Prosper Technologies™. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper Insights & Analytics delivers insights for executive decision making. Further, it is continually identifying unique insights through analytics to enable marketers to make knowledge-based decisions rather than relying on intuition. To learn more: www.ProsperDiscovery.com
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