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UK Consumer Attitudes on Churn Pricing and 4G Comparing EE Vodafone and O2

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Report Summary:

UK Consumer Attitudes on Churn, Pricing and 4G: Comparing EE, Vodafone and O2 Strategy Analytics web-based consumer surveys among mobile phone owners in the UK compared EE, Vodafone and O2, as well as others (Virgin, Three) 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 operator 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:
  • EE had more frequent users of OTT communications services and marginally lower frequencies of use of its own voice and text services. Video use was notably higher at EE (a function of its 4G leadership) and the Other providers (a function of Three's unlimited data plans).
  • For service provider selection, Vodafone customers show more interested in network quality than subscribers at other providers, while those prioritising a provider with the best network technology are most likely to be on EE today;
  • O2's customers attach above-average importance to handset ranges and pricing (a legacy of its iPhone leadership) while customers at the smaller providers (influenced by Three) view data pricing as key.

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