A recent survey of over 3,000 UK mobile subscribers reveals a stark generational divide in the adoption of value-added services like music and video streaming, and home broadband. Younger subscribers, aged 16-29, are the most eager, with 45% willing to embrace these offerings, while interest sharply declines with age. Only 13% of those over 60 are open to adopting such services, highlighting a clear age-based gap in consumer preferences.
The Juniper Research survey finds that Gen Z subscribers (aged 16-29) are twice as willing to adopt additional services compared to Gen X (aged 46-59).
Juniper Research also found that simply offering additional services won’t be enough for operators to encourage subscriber adoption, as differentiation in core connectivity solutions like 5G remains a challenge. To boost adoption, operators must focus on maximising customer awareness through strategies such as social media engagement and in-app messaging.
Research author Elisha Sudlow-Poole emphasised that operators should prioritise increasing average spend per user, rather than focusing on new customer acquisition due to high onboarding costs.
Bundling in-demand services like music and video streaming with data into a single monthly bill, and promoting these bundles through loyalty programs and personalised offers, will be key to driving higher subscriber spend.