Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US revenues and fan chart forecast of mobile network providers, at current prices, 2009-19
- Key players
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- Figure 2: Mobile network providers subscribed to, December 2014
- The consumer
- The majority of cell phone owners are happy with their service
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- Figure 3: Consumer satisfaction with existing service – Any satisfied, December 2014
- Consumers desire data, faster speeds, cell phone upgrades
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- Figure 4: Desired improvements for cellular service, December 2014
- Some 16% of cell phone owners plan to switch providers in the next year
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- Figure 5: Cellular service selection process, December 2014
- What we think
Issues and Insights
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- Consumers’ satisfaction with existing cellular service
- The issues
- The implications
- Consumers’ most desired improvements for cellular services
- The issues
- The implications
- Loyalty to carriers and path-to-purchase considerations
- The issues
- The implications
Trend Application
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- Trend: Prove It
- Trend: Make It Mine
- Trend: Let’s Make a Deal
Market Size and Forecast
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- Key points
- Historical growth driven by rise in smartphones
- Connected devices – Opportunities for mobile networks on the horizon
- Sales and forecast of market
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- Figure 6: Total US revenues and forecast of mobile network providers, at current prices, 2009-19
- Figure 7: Total US revenues and forecast of mobile network providers, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 8: Total US revenues and fan chart forecast of mobile network providers, at current prices, 2009-19
Market Drivers
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- Key points
- Wi-Fi may soon be everywhere
Leading Companies
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- Key points
- Nationwide carriers’ network coverage and earnings per subscriber
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- Figure 9: Network coverage among nationwide providers, January 2014
- The backbone of M2M infrastructure
Innovations and Innovators
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- Improving mobile network infrastructure
- Wi-Fi-reliant mobile services to launch in 2015
Marketing Strategies
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- Overview of the brand landscape
- Sprint targets Verizon and AT&T customers with lower-cost service
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- Figure 10: Sprint email ad, February 2015
- Mobile service brands battle over perceptions of network quality
Mobile Network Providers Subscribed to
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- Key points
- More than half of cell phone owners subscribe to AT&T or Verizon
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- Figure 11: Mobile network providers subscribed to, by age, December 2014
- T-Mobile shows heightened urban usage
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- Figure 12: Mobile network providers subscribed to, by area, December 2014
- Consumers stay with carriers for an average of three years
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- Figure 13: Length of time with current service provider, February 2011-September 2014
Types of Cell Phone Plans
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- Key points
- The majority of cell phone owners report being on contract plans
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- Figure 14: Types of cell phone plans, December 2014
- Figure 15: Confusion surrounding cell phone plans, January 2014 – September 2014
- Pay-as-you-go leads no-contract plans
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- Figure 16: Types of cell phone plans – No-contract, by gender and age, December 2014
- One-in-five data plan users report having unlimited data
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- Figure 17: Types of cell phone plans, by gender and age, December 2014
Amount Paid for Cellular Service
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- Key points
- One in five cell phone owners pay more than $150 for cellular service
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- Figure 18: Amount paid for cellular service, December 2014
- Average spending on cellular service
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- Figure 19: Amount paid for cellular service, by gender and age, December 2014
- Historical monthly spending flat
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- Figure 20: Amount paid for cellular, January 2011-September 2014
Satisfaction with Current Service
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- Key points
- Consumers report high levels of satisfaction with cellular service
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- Figure 21: Consumer satisfaction with existing service – Any satisfied, by gender and age, December 2014
- Sprint customers show somewhat lower satisfaction than other carriers
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- Figure 22: Consumer satisfaction with existing service – Any satisfied, by primary service provider, December 2014
- Carriers could do more for suburban and rural consumers
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- Figure 23: Satisfaction with existing service – Any satisfied, by area, December 2014
- Family plan subscribers less satisfied with price
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- Figure 24: Satisfaction with existing service, by type of cell phone plan (contract), December 2014
- Figure 25: Satisfaction with existing service, by type of cell phone plan (no-contract), December 2014
Consumer Opinions on Path-to-Purchase
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- Key points
- Consumers’ loyalty and trust in cellular service brands
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- Figure 26: Cellular service selection process, by gender and age, December 2014
- Cellular data and consumers’ budgets
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- Figure 27: Cellular service selection process, by household size, December 2014
Desired Improvements for Cellular Service
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- Key points
- Consumers’ most desired improvements: unlimited data, faster mobile internet
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- Figure 28: Desired improvements for cellular service, by gender and age, December 2014
- Impact of discounts, deals and adding more lines
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- Figure 29: Desired improvements for cellular service, by male and age, December 2014
- Figure 30: Desired improvements for cellular service, by female and age, December 2014
- Desired improvements among carriers’ subscribers
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- Figure 31: Desired improvements for cellular service, by primary service provider, December 2014
Race and Hispanic Origin
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- Key points
- Provider subscriptions
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- Figure 32: Mobile network providers subscribed to, by race and Hispanic origin, December 2014
- Types of cellular plans used
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- Figure 33: Types of cell phone plans – Contract, by race/Hispanic origin, December 2014
- Figure 34: Types of cell phone plans – No-contract, by race/Hispanic origin, December 2014
- Amount paid for cellular service varies across race/ethnicity
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- Figure 35: Amount paid for cellular service, by race/Hispanic origin, December 2014
- Desired mobile service improvements
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- Figure 36: Desired improvements for cellular service, by race/Hispanic origin, December 2014
Qualitative Research
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- Opinions regarding current provider’s service
- Interest in switching carriers
- Contract versus no-contract plans
Key Driver Analysis
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- Methodology
- Mobile internet – Consumers want more speed
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- Figure 37: Key drivers of overall satisfaction with mobile network providers, December 2014
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- Figure 38: Overall satisfaction with mobile network provider - Key driver output, December 2014
Appendix – Other Useful Consumer Tables
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- Carriers subscribed to
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- Figure 39: Mobile network providers subscribed to, by household income, December 2014
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- Figure 40: Mobile network providers subscribed to, by race and Hispanic origin, December 2014
- Types of cell phone plans
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- Figure 41: Types of cell phone plans, December 2014
- Contract plans
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- Figure 42: Types of cell phone plans – Contract, by household size, December 2014
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- Figure 43: Types of cell phone plans – Contract, by gender and age, December 2014
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- Figure 44: Types of cell phone plans – Contract, by race/Hispanic origin, December 2014
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- Figure 45: Types of cell phone plans – Contract, by household income, December 2014
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- Figure 46: Types of cell phone plans – Contract, by presence of children in household, December 2014
- No-contract plans
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- Figure 47: Types of cell phone plans – No-contract, by household income, December 2014
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- Figure 48: Types of cell phone plans – No-contract, by presence of children in household, December 2014
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- Figure 49: Types of cell phone plans – No-contract, by household size, December 2014
- Amount of data in cell phone plans
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- Figure 50: Types of cell phone plans, by household income, December 2014
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- Figure 51: Types of cell phone plans, by household size, December 2014
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- Figure 52: Types of cell phone plans, by race and hispanic origin, December 2014
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- Figure 53: Types of cell phone plans, by mobile service provider, December 2014
- Amount paid for cellular service
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- Figure 54: Amount paid for cellular service, by household income, December 2014
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- Figure 55: Amount paid for cellular service, by household size, December 2014
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- Figure 56: Amount paid for cellular service, by male and age, December 2014
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- Figure 57: Amount paid for cellular service, by female and age, December 2014
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- Figure 58: Amount paid for cellular service, by presence of children in household, December 2014
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- Figure 59: Amount paid for cellular service, by type of service plan, December 2014
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- Figure 60: Amount paid for cellular service, by individual and family plans, December 2014
- Opinions regarding cellular services
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- Figure 61: Cellular service selection process, by primary service provider, December 2014
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- Figure 62: Cellular service selection process, by individual and family plans, December 2014
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- Figure 63: Cellular service selection process, by household income, December 2014
- Satisfaction with existing service
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- Figure 64: Consumer satisfaction with existing service – Any satisfied, by race/Hispanic origin, December 2014
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- Figure 65: Consumer satisfaction with existing service – Any satisfied, by household income, December 2014
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- Figure 66: Consumer satisfaction with existing service – Any satisfied, by household size, December 2014
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- Figure 67: Consumer satisfaction with existing service – Any satisfied, by male and age, December 2014
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- Figure 68: Consumer satisfaction with existing service – Any satisfied, by female and age, December 2014
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- Figure 69: Consumer satisfaction with existing service – Any satisfied, by type of service plan, December 2014
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- Figure 70: Consumer satisfaction with existing service – Any satisfied, by amount paid for cellular service, December 2014
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- Figure 71: Consumer satisfaction with existing service – Any satisfied, by individual and family plans, December 2014
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- Figure 72: Consumer satisfaction with existing service – Any satisfied, by male and age, December 2014
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- Figure 73: Consumer satisfaction with existing service – Any satisfied, by female and age, December 2014
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- Figure 74: Consumer satisfaction with existing service – Any satisfied, by primary service provider, December 2014
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- Figure 75: Consumer satisfaction with existing service – Any satisfied, by type of service plan, December 2014
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- Figure 76: Consumer satisfaction with existing service – Any satisfied, by amount paid for cellular service, December 2014
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- Figure 77: Consumer satisfaction with existing service – Any satisfied, by individual and family plans, December 2014
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- Figure 78: Consumer satisfaction with existing service – Any dissatisfied, by gender and age, December 2014
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- Figure 79: Consumer satisfaction with existing service – Any dissatisfied, by household income, December 2014
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- Figure 80: Consumer satisfaction with existing service – Any dissatisfied, by male and age, December 2014
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- Figure 81: Consumer satisfaction with existing service – Any dissatisfied, by female and age, December 2014
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- Figure 82: Consumer satisfaction with existing service – Any dissatisfied, by primary service provider, December 2014
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- Figure 83: Consumer satisfaction with existing service – Any dissatisfied, by type of service plan, December 2014
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- Figure 84: Consumer satisfaction with existing service – Any dissatisfied, by amount paid for cellular service, December 2014
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- Figure 85: Consumer satisfaction with existing service – Any dissatisfied, by individual and family plans, December 2014
- Desired improvements for cellular services
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- Figure 86: Desired improvements for cellular service, by household income, December 2014
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- Figure 87: Desired improvements for cellular service, by type of service plan, December 2014
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- Figure 88: Desired improvements for cellular service, by amount paid for cellular service, December 2014
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- Figure 89: Desired improvements for cellular service, by individual and family plans, December 2014
- Business usage of cell phones
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- Figure 90: Business usage of cell phones, by age, January 2014-September 2014
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- Figure 91: Business usage of cell phones, by race/Hispanic origin, January 2014-September 2014
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- Figure 92: Business usage of cell phones, by household income, January 2014-September 2014
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- Figure 93: Business usage of cell phones, by gender and age, January 2014-September 2014
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- Figure 94: Business usage of cell phones, February 2011-September 2014
- Length of time with current provider
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- Figure 95: Length of time with current service provider, by age, January 2014-September 2014
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- Figure 96: Length of time with current service provider, by household income, January 2014-September 2014
Appendix – K ey Driver Analysis
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- Interpretation of results
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- Figure 97: Overall satisfaction with mobile network provider - Key driver output, December 2014
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- Figure 98: Consumer satisfaction with existing service, by mobile network provider, December 2014
Appendix – Trade Associations
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- 4G Americas
- Alliance for Telecommunications Industry Solutions (ATIS)
- Consumer Electronics Association (CEA)
- CDMA Development Group (CDG)
- CTIA-The Wireless Association
- GSM Association (GSMA)
- Mobile Marketing Association (MMA)
- Open Mobile Alliance (OMA)
- Telecommunications Industry Association (TIA)
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