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Germany Consumer Attitudes on Churn Pricing and 4G Comparing T-Mobile Vodafone E-Plus and O2

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Report Summary:

Strategy Analytics web-based consumer surveys among mobile phone owners in Germany compared T-Mobile, Vodafone, E-Plus and O2 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:
  • Roughly half of the total market was on plans with unlimited voice and text, with Vodafone showing the highest incidence of unlimited voice and O2 most customers with unlimited text messaging;
  • For T-Mobile subscribers, data prices and speeds as well as up-front phone costs are more important factors than overall service pricing for selecting a mobile service provider
  • Around 22% of mobile users in Germany do not use Wi-Fi on their phones, with the more price sensitive and data active base of E-Plus customers making greatest use of private and public Wi-Fi

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