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US Value Brand Wireless Subscribers: Rivaling Top Tier Brands in 5G Interest but More Cautious Spend Profiles

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Report Summary:

On the eve of broad 5G deployments in the US, Strategy Analytics analyzes survey results among US smartphone owners to create an aggregate profile of US Value Brand subscribers (Cricket Wireless, MetroPCS, Boost Mobile, Virgin Mobile, Straight Talk and other Tracfone brands) and analyzes their attitudes and purchase drivers for 5G smartphones and service as compared to subscribers of Top Tier brand wireless service: AT&T, Sprint, T-Mobile, Verizon Wireless, US Cellular. The recommendation: don’t discount the Value Brand subscribers when it comes to interest in 5G, but find ways to fit their spend  levels.

Table of Contents

•Introduction: Research Details, Methodology, and Key Business Questions
•Key Findings: Value Brand Subscriber Profile and Key Differences from Top Tier
•Demographic Comparisons
•Wireless Service Comparisons: Spend, Churn, Smartphone Replacement Rates
•Comparisons on 5G: Importance, Purchase Drivers and Inhibitors, Timing to Buy
•Next Steps: What Insights Do You Need to Build Your 5G Success?

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How do you make a return on the large investments into mobile infrastructure required for 5G? How do you meet consumers requirements for a better service whilst being sensitive to price changes? And how do vendors present their value proposition to gaining a worthwhile share of the market?

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