September 26th, 2022, Kineree Shah
YouGov data reveals 96% of Britons either own a traditional phone or a smartphone. But with the vast majority using mobile phones, there is intense competition among phone operators vying for a slice of the pie, including recent big pushes by newcomers like SMARTY. YouGov Profiles, which continuously gathers data from adults in Britain, gives us an insight into what factors consumers think are important to them when choosing a mobile phone operator.
More than two in five Britons say cheap prices overall (46%) is a driving factor, and that’s followed by mobile coverage quality (43%). In the same vein, a third of consumers also take into account the company’s trustworthiness (30%).
Almost a quarter of consumers say they can’t be bothered or don’t wish to change their phone operator (24%) while nearly the same number weigh special offers important (23%). For Britons, providing the best customer service (22%) ranks above offering the widest range of packages (14%). Only one in 10 consider easy website usability (11%) as an important driving factor when choosing a phone operator.
Drilling deeper, our data reveals a fascinating insight – younger people are much less likely to value the coverage of a network than older consumers. Just one third of 18-24-year-olds (32%) say that coverage quality is an important factor, something that more than half of 40-54-year-olds (51%) say they value.
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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 for Britain is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.