Study finds high loyalty to European mobile operators
Mobile phone users in both the US and Western Europe currently show relatively high intentions of staying with their current operator when purchasing their next device, according to a survey of handset customer loyalty by Strategy Analytics.
Respondents from AT&T and Verizon Wireless in the US, O2 and Orange in the UK, and T-Mobile in Germany, report particularly high levels of satisfaction leading to operator loyalty.
The Wireless Media Lab report investigated consumers' loyalty to not only mobile phone operators but also to mobile service payment methods, average revenue per user (ARPU), and operator churn.
In the US, 71% of users said they would 'definitely' or 'probably' stay with their current network operator when they buy their next phone, as would 64% of users in Western Europe.
According to Paul Brown, senior analyst for Strategy Analytics, "With consumers showing high levels of operator loyalty, the battle is on for mobile operators to try to attract new customers."
Indeed, apart from simply competing on price, it is important for mobile phone service operators to come up with other ways - for example, superior customer service, extended hardware guarantees, or guaranteed assistance in emergency situations - of attracting both first time mobile phone users and those who are currently with a competitor.
Sources: Strategy Analytics / The Marketing Factbook.
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