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China Consumer Attitudes on Churn Pricing and 4G Comparing China Mobile China Unicom and China Telecom

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Report Summary:

Strategy Analytics web-based consumer surveys among mobile phone owners in China compared China Mobile, China Unicom and China Telecom based on subscriber attitudes on service provider selection, churn intent, 4G motivations, data pricing preferences, Wi-Fi use and inhibitors. The analysis also views differences by carrier on user information such as household size and income levels, mobile spend and usage of a range of mobile services, such as OTT voice and text versus use of the operator’s text and voice services. Key findings show:
  • China Mobile has the highest portion of customers with household income in the upper ranges of ¥157,500 or more, while China Unicom has the most in the less than ¥31,500 level;
  • China Telecom customers were most at risk for churn, with nearly a third of respondents saying they were very or somewhat likely to leave the operator in 2014, compared to China Unicom with the fewest likely churners at 14%
  • Only 9% of mobile users in China do not use Wi-Fi on their phones: China Telecom’s customers are most likely to use Wi-Fi at home or work/school, while China Unicom’s users make most use of Wi-Fi at home; China Mobile has the most users who access Wi-Fi in public places although they are more likely to use private Wi-Fi

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