Is a better deal a good enough incentive for consumers to switch carriers?

Most consumers in the United States and Great Britain are unwilling to pay more to access 5G technology. But are they loyal to their current network provider or will they switch to carriers that charge less?

A new analysis from YouGov reveals that nearly half of GB consumers (45%) will happily switch to another network provider for a better deal, but that share is significantly lower among Americans (34%).

The data indicates that Americans are more likely to stick to their carrier than Brits (32% and 24% respectively). A notable proportion of consumers across both the geographies (31% in GB and 34% in the US) are on the fence about switching or sticking. This suggests that network providers still have a chance of retaining these customers.

While money is an important influencing factor, the perceived hassles involved in switching carrier is a significant barrier. Americans (49%) are more likely than Britons (37%) to be put off by the thought of the inconvenience. This suggests carriers need to do a better job at convincing consumers that changing network can be a painless and smooth process.

In the US, Millennials are more likely than any other generation to switch network providers for a better deal (43%). Even Gen Z falls behind by seven points (36%). Gen X takes the next spot as consumers who are most likely to switch (40%).

Comparatively, the generation skew among Americans who find switching a hassle is not as pronounced. Once again, Millennials are mostly likely to agree (44%), followed by Gen Z (42%) and Gen X (40%). Baby Boomers are less likely to think of changing carriers as a hassle (37%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.