90% of consumers would consider alternatives to traditional carriers if those alternatives offered more customized services aligned with their preferences and lifestyles, according to a new report from OXIO.
The company’s “What U.S. Consumers Really Want from Their Mobile Provider” report shows that many consumers are looking for greater plan clarity and value — they want services that match what they actually use.
Consumers are primarily interested in personalization, transparency, and more control over mobile services, according to the report. Though white-label MVNO solutions offer new branding options, there’s an opportunity for carriers to go further in meeting these consumer preferences with truly customizable services, the report said.
Among the report’s key findings:
- Price sensitivity dominates consumer mobile priorities, outweighing network coverage and speed of connection.
- There’s a large openness to alternative providers: 90.54% of consumers would consider switching to MVNOs, and 39.21% would switch from major carriers.
- Nearly two-thirds of consumers are interested in family plans with granular content control for children.
- Over half of consumers are willing to share private data in exchange for lower cellular rates and additional discounts.
- Retail and financial services emerge as preferred channels for new mobile services, indicating a shift in consumer preferences and an opportunity to create embedded connectivity experiences.
“The future belongs to customizable, embedded experiences that adapt to individual needs and integrate seamlessly with other digital services, the report said. “For companies willing to embrace this change — whether they’re traditional carriers, MVNOs, or brands from entirely different industries — the opportunities are enormous. The question is no longer whether the mobile industry will transform but who will lead that transformation.”
For those customers prioritizing speed, T-Mobile might have an edge over other carriers, according to a recent Ookla report.
