10 telco personas critical for growth

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COVID-19 spurred a rapid acceleration of digital technology adoption, but over the past 12 months some trendlines have begun to level. Understanding shifts in consumer telco behaviour, preferences and attitudes will be critical to charting a successful growth strategy.

Leveraging YouGov data, we’ve identified 10 key consumer audiences about whom telco innovators need a nuanced POV.

Phone photographers – 61% of adults in Great Britain take photos on their phones daily

Particular purchasers 58% of British adults say that battery life is the most important smartphone feature

Bargain hunters – 45% of Brits choose a new mobile phone operator depending on the cheapest overall price

Contract consumers – 40% of adults in Britain are on a contract bill type

Apple advocates – 39% of Brits own an Apple phone

Privacy panicked – 31% of Britons are concerns about 5G and their data privacy

Long-term committers - 27% of Brits’ new mobile handset propensity is over 18 months

EE-ers – 19% of adults in Britain have EE as a network carrier

5G admirers – 17% of Brits are willing to pay more money to access 5G technology

App obsessed – 12% of Brits have 16-20 apps downloaded on their mobile phone

Scope a targeted survey

Strategy, insights and product leads can leverage YouGov Surveys to specifically target these consumer cohorts within YouGov’s highly engaged panel – whether it’s a quick response survey or deep-dive study.