Rising costs and a hunger for personalised services are pushing U.S. consumers to rethink their loyalty to traditional mobile carriers, with 90% of them open to switching providers, according to a recent OXIO survey.
The study, which surveyed over 1,000 U.S. adults responsible for their wireless plans, shows that price dominates the conversation, with 85% identifying it as the key factor when choosing a provider. Nearly half of respondents (46%) say they’d switch for lower rates, while 33% prioritise better network coverage.
Personalisation is another top priority. Three-quarters of those surveyed said they would consider changing providers for plans customised to their usage needs. When asked about fully personalised plans, more than 74% said they were likely or somewhat likely to switch for the chance to save money while gaining greater control over their mobile experience.
Non-traditional providers and data-sharing gain ground
The survey shows a growing willingness among consumers to explore alternatives to traditional carriers. Nearly 60% said they were comfortable buying mobile services from retailers or financial institutions they already use. Additionally, close to half expressed interest in bundling mobile services with other offerings, such as travel or subscription packages.
Some consumers are willing to share more of their data for better offers. Namely, 50% of respondents said they would share anonymised mobile activity data in exchange for lower prices or personalised discounts. With nearly 24% open to considering similar exchanges, the results suggest that consumers increasingly view their data as a means to unlock savings.
Family-oriented plans also present significant potential for providers, with 65% of participants seeking options that include content controls and internet safeguards. This demand reflects growing concerns among parents about creating a secure and user-friendly mobile environment for children.
The survey results paint a clear picture: affordability, customisation, and flexibility are driving consumer expectations for the future of mobile services.