US Mobile Network Providers Market Report 2022
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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 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
Collapse All
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- COVID-19: US context
- Economic and other assumptions
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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
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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
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- Figure 8: Total US sales and forecast of mobile network providers, at current prices, 2016-26
- Bifurcated market adds up to stasis
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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
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- 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
- 5G may not jumpstart growth for services
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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
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- Figure 14: Consumer Sentiment index, 2007-22
- Slow roll(out) of 5G
- A family affair
- Figure 15: Population projections, by age, 2025-35
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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
- A tale of three giants
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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
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- 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
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- 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
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- 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
- Leading providers try different media strategies
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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
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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
- Verizon branded usage experiencing some declines
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Consumer Mobile Network Plan Choice
- Slight decline in post-paid plans
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- 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
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- Figure 37: Primary cell phone plan type – Post-paid and pre-paid, by key demographics, 2022
- Smaller carriers/MNVOs drive pre-paid plans
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- Figure 38: Primary cell phone plan type – Post-paid and pre-paid, by provider, 2022
- It’s all in the family
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- 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?
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- Figure 42: Mobile network data plans – Limits, January 2020, December 2020, January 2022
- Unlimited plans not just for the Big Three
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- Figure 43: Mobile network data plans – Limits, by provider, 2022
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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
- Retail presence still critical
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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
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- 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
- Strong and consistent levels of satisfaction
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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
- Few consider switching or non-phone usage
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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
- Mixed feelings on switching
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
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- 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
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- 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
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Appendix – Key Driver Analysis
- Interpretation of results
- Figure 70: Level of satisfaction with overall satisfaction – Key driver output, 2022
- Interpretation of results
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