What do mobile users look for in a new network?

A new YouGov Custom Research survey asked 3,119 adults in Great Britain who own mobile phones if they plan to switch their mobile network. It turns out that 13% of them are thinking about switching in the next 12 months.

When asked what factors are important when choosing a new network, the top reason was value for money, with three in five choosing it (59%). Close behind, 52% said low prices are important to them. Mobile internet and data network coverage are a concern for half of consumers (49%), and 43% care about network coverage for calls and texts. Free roaming is a deciding factor for 29% of phone owners, and the same percentage consider tariff length important.

Good rewards and benefits from the network appeal to 25%, while 20% look at customer service and technical support availability. Recommendations from friends and family influenced 17% of the surveyed Britons. Only 14% care about free minutes and texts to other countries. Having other services with the network is a factor for one in 10 phone users (11%).

These results show that while price is a major concern for most phone users, network coverage, customer service, and additional benefits also play significant roles in their decision-making process.

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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.