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US Consumer Attitudes on Churn Pricing and 4G Comparing AT&T Verizon Wireless Sprint and T-Mobile US

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Report Summary:

Strategy Analytics web-based consumer surveys among mobile phone owners in the US compared AT&T, Verizon Wireless, Sprint and T-Mobile US 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:
  • Despite their focus on family plans, AT&T and Verizon Wireless subscribers showed a slightly higher portion of single individual households, with fewer AT&T subscribers residing in households of 4 or more people as compared to Sprint and T-Mobile
  • Sprint and AT&T users are most active daily users of a range of data services-not surprising as they have more subscribers with unlimited data plans and AT&T users are most active using Wi-Fi on their phones
  • T-Mobile subscribers outranked the others in selecting "price of services" as a "top three" factor for choosing their provider, reflecting the carrier's brand and market positioning focus; Verizon Wireless subscribers outranked the others on selecting "network quality"; AT&T subs stood out on "price of data" and "phone range" as "top three" factors driving provider selection

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