2022
9
US Mobile Network Providers: Spotlight on 5G Market Report 2022
2022-03-29T11:24:26+01:00
OX1100207
3695
149944
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Report
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“Wireless services are a utility for consumers today, with near-universal penetration. Meanwhile, price competition remains steep thanks to antitrust laws, limiting growth prospects. The upcoming rollout of high-speed 5G could…

US Mobile Network Providers: Spotlight on 5G Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Wireless services are a utility for consumers today, with near-universal penetration. Meanwhile, price competition remains steep thanks to antitrust laws, limiting growth prospects. The upcoming rollout of high-speed 5G could change this outlook, but with only one carrier upcharging for advanced 5G, any growth will likely come from phone sales and home internet services.”

– Fiona O’Donnell, Senior Director – US Reports

This report covers the following issues:

  • Sector revenue and market share for the three leading players – as well as an overview of some of the faster-growing smaller competitors
  • Trends impacting future growth for mobile services, such as demographic and macroeconomic trends, the lingering impact of COVID-19 and the potential transformation broader 5G rollouts could bring
  • Opportunities for growth in this highly competitive sector
  • Detailed analysis of consumer carrier and plan choice as well as customer satisfaction
  • Factors that could drive consumers to either stay with or switch providers

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Total US sales and fan chart forecast of mobile network providers, at current prices, 2016-26
                    • Economic outlook, 5G likely to shape the future
                      • Figure 2: Mobile network provider outlook, 2022-27
                    • Opportunities and challenges
                      • Will 5G jumpstart growth?
                        • Figure 3: Attitudes toward 5G, by age and household income, 2022
                      • Don’t count out the cable guy yet
                        • Figure 4: Leading MVNO service revenues, 2020 and 2021
                      • It’s a family affair
                        • Figure 5: Type of network plan – Single line vs family plans, January 2020, December 2020, January 2022
                      • The sky’s the limit for unlimited
                        • Figure 6: Mobile network data plans – Limits, January 2020, December 2020, January 2022
                      • Key consumer insights
                      • Market Size and Forecast

                          • Bifurcated market adds up to stasis
                            • Figure 7: Total US sales and fan chart forecast of mobile network providers, at current prices, 2016-26
                            • Figure 8: Total US sales and forecast of mobile network providers, at current prices, 2016-26
                        • Segment Performance

                            • 5G may not jumpstart growth for services
                              • Figure 9: Total US sales and forecast of mobile network providers, by segment, at current prices, 2016-26
                              • Figure 10: Total US sales and forecast of mobile network providers, by segment, at current prices, 2016-26
                              • Figure 11: Sales and fan chart forecast of mobile network provider services, 2016-26
                            • A brighter outlook for hardware sales
                              • Figure 12: Sales and fan chart forecast of mobile network provider equipment, 2016-26
                          • Market Factors

                            • Moderate impact from COVID-19
                              • 2020
                                • 2021
                                  • 2022
                                    • Inflation casts a pall on improving economy
                                      • Figure 13: Consumer Price Index change from previous period, 2007-22
                                      • Figure 14: Consumer Sentiment index, 2007-22
                                    • Slow roll(out) of 5G
                                      • A family affair
                                        • Figure 15: Population projections, by age, 2025-35
                                    • Market Share and Key Players

                                      • A tale of three giants
                                        • Figure 16: Wireless service revenues, by company, 2020 and 2021
                                      • How long can Verizon retain the lead?
                                        • Figure 17: Wireless lines by company, 2020 and 2021
                                      • What’s the DISH?
                                        • Renewed competition from cable?
                                          • Figure 18: Leading MVNO service revenues, 2020 and 2021
                                      • Competitive Strategies and Market Opportunities

                                        • Leading providers try different media strategies
                                          • Figure 19: Mobile network provider marketing spend, monthly, 2021
                                          • Figure 20: AT&T TV ad, “It’s not complicated,” 2021
                                          • Figure 21: Mobile network provider marketing spend across media channel, 2021
                                        • 5G: From better quality to the speed you need?
                                          • Figure 22: T-Mobile TV ad “Go with T-Mobile, the Crown of 5G,” 2021
                                          • Figure 23: T-Mobile TV ad “Let’s Do It For the Phones,” 2022
                                          • Figure 24: Verizon TV ad, “This is 5G built right,” 2021
                                          • Figure 25: Verizon digital ads, 2022
                                        • Better in a bundle?
                                          • Figure 26: Optimum Internet and Mobile email promotion, 2022
                                          • Figure 27: AT&T HBO Max bundle, 2022
                                        • Looking beyond the phone
                                          • Figure 28: T-Mobile 5G Internet Facebook ads, 2021
                                          • Figure 29: Verizon “Cable Guy” Super Bowl Ad, 2022
                                      • The Mobile Consumer: Fast Facts

                                        • The “Big Three” account for three quarters of customers
                                          • Post-paid, family plans, unlimited data plans dominate
                                            • Customers still rely on retail locations for sign-up
                                              • Loyalty is strong, satisfaction is high
                                                • Few plan to switch
                                                • Provider Usage and Customer Profile

                                                  • Verizon branded usage experiencing some declines
                                                    • Figure 30: Primary mobile network provider, January 2020, December 2020, January 2022
                                                  • Few leaders emerge amongst smaller players
                                                    • Figure 31: Primary mobile network provider, 2022
                                                  • AT&T is the choice of families
                                                    • Figure 32: Profile of AT&T customers, 2022
                                                  • T-Mobile succeeds with younger, diverse singles
                                                    • Figure 33: Profile of T-Mobile customers, 2022
                                                  • Verizon skews affluent and older
                                                    • Figure 34: Profile of Verizon customers, 2022
                                                  • Alternate providers the choice of younger and less-affluent consumers
                                                    • Figure 35: Profile of Other carrier customers, 2022
                                                • Consumer Mobile Network Plan Choice

                                                  • Slight decline in post-paid plans
                                                      • Figure 36: Primary cell phone plan type – Post-paid and pre-paid, January 2020, December 2020, January 2022
                                                    • Opportunity to drive seniors to pre-paid
                                                        • Figure 37: Primary cell phone plan type – Post-paid and pre-paid, by key demographics, 2022
                                                      • Smaller carriers/MNVOs drive pre-paid plans
                                                          • Figure 38: Primary cell phone plan type – Post-paid and pre-paid, by provider, 2022
                                                        • It’s all in the family
                                                            • Figure 39: Type of network plan – Single line vs family plans, January 2020, December 2020, January 2022
                                                          • Black, lower-income consumers most likely to use single lines
                                                            • Figure 40: Type of network plan – Single line vs family plans, by key demographics, 2022
                                                          • Single-line plans more common among smaller carriers/MNVOs
                                                            • Figure 41: Type of network plan – Single line vs family plans, by provider, 2022
                                                          • The sky’s the limit?
                                                              • Figure 42: Mobile network data plans – Limits, January 2020, December 2020, January 2022
                                                            • Unlimited plans not just for the Big Three
                                                                • Figure 43: Mobile network data plans – Limits, by provider, 2022
                                                            • Relationships with Mobile Providers

                                                              • Retail presence still critical
                                                                • Figure 44: Mobile network sign-up method for post-paid plan, 2022
                                                              • Alternate carriers making inroads with online
                                                                • Figure 45: Mobile network sign-up method for post-paid plan, by provider, 2022
                                                              • COVID-19 may have contributed to churn
                                                                • Figure 46: Length of relationship with provider, 2020 vs 2022
                                                              • Verizon customers are the most loyal
                                                                • Figure 47: Length of relationship with provider, by providers, 2022
                                                            • Satisfaction with Mobile Network Providers

                                                              • Strong and consistent levels of satisfaction
                                                                • Figure 48: Overall mobile network satisfaction, January 2020, December 2020, January 2022
                                                              • Satisfaction is up across all carries – except T-Mobile
                                                                • Figure 49: Overall mobile network satisfaction, by provider, January 2020, December 2020, January 2022
                                                              • 5G users are more satisfied
                                                                • Figure 50: Overall mobile network satisfaction, by 5G plan usage, January 2022
                                                              • Phone choice, data speeds, data plan key drivers of satisfaction
                                                                • Figure 51: Key drivers of overall satisfaction, 2022
                                                              • Focus on the basics
                                                                • Figure 52: Key drivers of satisfaction with overall satisfaction, 2022
                                                              • Methodology
                                                                  • Figure 53: Satisfaction with different factors, January 2022
                                                                • 5G users are more likely to be very satisfied with all factors
                                                                  • Figure 54: Satisfaction with different factors, by 5G plan usage, January 2022
                                                              • Mobile Network Considerations and Behavior

                                                                • Few consider switching or non-phone usage
                                                                  • Figure 55: Mobile network considerations and behaviors, 2022
                                                                • AT&T users are most diverse – and most eager to switch
                                                                  • Figure 56: Mobile network considerations and behaviors, 2022
                                                                • Less loyalty among 5G users
                                                                  • Figure 57: Mobile network considerations and behaviors, by 5G plan usage, 2022
                                                                • More-affluent users typically more open to switching
                                                                  • Figure 58: Mobile network considerations and behaviors, by age and household income, 2022
                                                              • Attitudes toward Mobile Network Providers

                                                                • Mixed feelings on switching
                                                                  • Figure 59: Attitudes toward mobile network providers – Switching, 2020 vs 2022
                                                                • Pre-paid users more interested in streaming
                                                                  • Figure 60: Attitudes toward switching for bundled streaming service – Pre- and post-paid by primary carrier, 2022
                                                                • Consistency more important than speed
                                                                  • Figure 61: Attitudes toward mobile network providers – Priorities, 2020 vs 2022
                                                                • Relative comfort with apps, data plans
                                                                  • Figure 62: Attitudes toward mobile network providers – Mobile apps and data plans, 2022
                                                                • 5G users most concerned about quality
                                                                  • Figure 63: Attitudes toward mobile network providers – Data plans and speed, by 5G plan users, 2022
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Forecast
                                                                      • Consumer survey data
                                                                        • Marketing creative
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                              • Terms
                                                                              • Appendix – The Market

                                                                                  • Figure 64: Total US sales and forecast of mobile network providers, at inflation-adjusted prices, 2016-26
                                                                                  • Figure 65: Total US sales of mobile network providers, by segment, at current prices, 2019 and 2021
                                                                                  • Figure 66: Total US sales and forecast of mobile network provider services, at current prices, 2016-26
                                                                                  • Figure 67: Total US sales and forecast of mobile network provider services, at inflation-adjusted prices, 2016-26
                                                                                  • Figure 68: Total US sales and forecast of mobile network provider equipment, at current prices, 2016-26
                                                                                  • Figure 69: Total US sales and forecast of mobile network provider equipment, at inflation-adjusted prices, 2016-26
                                                                              • Appendix – Key Driver Analysis

                                                                                  • Interpretation of results
                                                                                    • Figure 70: Level of satisfaction with overall satisfaction – Key driver output, 2022

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