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Spain Consumer Attitudes on Churn Pricing and 4G Comparing Orange Vodafone Movistar and Yoigo

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Report Summary:

Strategy Analytics web-based consumer surveys among mobile phone owners in Spain compared Orange, Vodafone, Movistar and Yoigo 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:
  • A higher percent of Movistar customers report they have unlimited text (nearly 60%) and voice (40%) compared to approximately 31% unlimited text, 20% unlimited voice at Vodafone
  • Yoigo subs had higher levels of use across OTT text/voice/video services than other users, particularly compared to Movistar, which had subs more likely to use operator text and voice services, while Vodafone subs were high on both OTT and operator communications services; Yoigo users were highest in use of apps, social networking and video
  • Only 12% of mobile users in Spain do not use Wi-Fi on their phones, with Vodafone users making greatest use of private and public Wi-Fi and Movistar subscribers making the least use

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