75% of British mobile users value money off their next bill, survey finds

A new YouGov Custom Research survey asked 3,119 GB adults who own a mobile phone about their preferences for mobile network rewards schemes. The survey aimed to identify which rewards users value the most by having them rank their top 10 preferences.

According to the results, the most valued reward is getting money off the mobile bill each month, with 75% ranking it as their top choice. Following closely, 65% of mobile phone owners appreciate extra loyalty scheme points and food deals or discounts from cafes, coffee chains, and supermarkets. Restaurant deals are also highly valued, with three in five Britons indicating a preference for them (60%). Extra minutes, data, or texts were chosen by 55% of mobile phone owners. Similarly, 55% of respondents ranked hot drinks deals as a valuable reward.

Competitions and prize draws, along with cinema ticket deals, were each valued by 53% of those surveyed. Discounts on clothes were favored by half of phone owners (50%). Money off or deals on electronics and streaming services each attracted 45% of the respondents' votes. The survey also found that 43% of mobile phone owners value prize draws.

Experience deals and offers, including theatre ticket deals, were valued by 41% and 40% of phone owners, respectively. Money off health and beauty products or services was chosen by 39% of those surveyed. Lastly, meal kit box deals were valued by 28%, and online newspaper and magazine subscription deals were less popular – with 20% and 19% of the votes, respectively.

Methodology: YouGov Custom Research provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 29 April – 4 May 2024, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and social grade to be representative of all adults in the UK (18 years or older) incl. screenouts and reflect ONS population estimates.