Covering the US mobile network market and consumers, this report provides data-backed analysis to enable strategic, insight-based decisions. Inform your mobile network strategy now.
Core Areas Analyzed
- Review of the mobile network market, including market size.
- Consumer satisfaction with billing, speeds, coverage, and more.
- Triggers/reasons for consumers to switch providers.
- Consumer preferences in terms of plans, speed, data, etc.
- Tenure/length of time consumers spend with providers.
US Mobile Network Market Overview
A saturated and mature mobile network market has homogenized the product and the messaging, leading to a situation where the goal is hitting the right person at the right time with the right message.
Functionality is changing, prompting excitement
With Apple’s upcoming in-phone AI functionality, the market will get much-needed innovation to boost excitement and sales. Mobile network providers need to start planning on meeting future data demands stemming from an increase in AI usage – and how much more consumers will be willing to pay for it.
Long-term customers are a key area for improvement
Overall satisfaction is high, but not equally among factors – price, roaming/global services, and customer perks are areas for improvement. Long-term consumers are especially frustrated with the lack of loyalty rewards. The share of long-term customers is dropping, meaning providers must focus just as much on promoting rewards to their users as it does on securing them.
Why do consumers switch mobile providers?
Price remains the top reason to switch, but for consumers aged 18-34, new customer incentives, change in circumstances, and direct messaging from providers weigh just as heavily. These digital natives are more apt to view their mobile service as a holistic package – not talk/text/data and add-ons.
Expert Analysis
Industry expert Jenni Nelson delivers in-depth insights with this report.
With more incentives to switch than stay, consumers sticking with the same provider for five or more years is on the decline. Meanwhile, providers find it hard to stand out in a saturated market.
Jenni Nelson
Consumer Insights Analyst, Tech, Media & Entertainment
Collapse All
-
Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Near saturation, and incremental upgrades in smartphones means modest gains for mobile network providers
- Opportunities
-
Consumer Insights
- Consumer fast facts
- Plan types
- Prepaid remains less popular, but is gaining share
- Graph 1: type of smartphone plan, 2020-24
- Prepaid consumers need for live service impacts purchase location
- Younger consumers are a primary target for prepaid plans
- Graph 2: primary smartphone plan, by age, 2024
- AT&T leads prepaid plans, with T-Mobile and Verizon close behind
- Graph 3: primary prepaid mobile network provider, 2024
- Men 18-34 are driving much of AT&T’s prepaid usage
- Graph 4: AT&T as primary prepaid mobile network provider, by age and gender, 2024
- Postpaid users wary of smaller, alternative providers
- Graph 5: primary postpaid mobile network provider, 2024
- Single- and multi-line plans
- Single line plans return to pre-pandemic levels
- Graph 6: primary smartphone plan, single or multi-line, 2020-2024
- Verizon dominates in multi-line plans, but losing out with families
- Graph 7: primary smartphone plan, single or multi-line, by provider, 2024
- Women more apt to see value in multi-line plans
- Graph 8: primary smartphone plan, single or multi-line, by gender, 2024
- Data plans
- Consumers would rather pay more upfront to avoid extra charges
- Graph 9: primary smartphone data plan, 2020-24
- Consumers look to “other” providers and plans for savings
- Graph 10: primary smartphone data plans, by provider, 2024
- Younger men appear to be moving away from unlimited data
- Graph 11: have an unlimited premium/high-speed data, by age and gender, 2024
- Provider tenure
- Reward customer loyalty to slow churn
- Graph 12: length of time with current mobile network provider, trended, 2020-24
- Verizon has the lock on keeping their customers the longest
- Graph 13: length of time with current mobile network provider, by provider, 2024
- Older generations stick with their mobile provider longer
- Graph 14: length of time with current mobile network provider, by gender and age, 2024
- Average monthly cost
- Verizon users pay the most, but are less satisfied with billing
- Graph 15: average monthly cost of primary phone plan, by provider, 2024
- Women pay more for mobile service
- Graph 16: average monthly cost of primary phone plan, by gender and age, 2024
- Perception is reality when it comes to price
- Graph 17: select mobile network provider attitudes, by financial status, 2024
- Triggers to switch providers
- New customer incentives narrow in on price as a trigger to switch
- Graph 18: triggers to switch mobile network provider, 2023-24
- Younger consumers have a more holistic approach to their mobile service
- Graph 19: triggers to switch mobile network provider, by age, 2024
- Younger consumers have a more holistic approach to their mobile service
- Triggers to switch by provider
- Graph 20: triggers to switch mobile network provider, by provider, 2024
- T-Mobile and “other” providers compete on price, while AT&T capitalizes on younger consumers and Verizon doesn’t do much
- Satisfaction with mobile network providers
- Overall satisfaction
- Consumers remain satisfied with their mobile service
- Graph 21: overall satisfaction with primary mobile network service provider, 2020-24
- Price is just one factor driving overall satisfaction for men 18-54
- Graph 22: overall satisfaction with primary mobile network service provider, by age and gender, 2024
- Satisfaction is high, but must be maintained
- Satisfaction with data speeds, network reliability and price
- Will premium plans be necessary for future AI-driven data demands?
- Graph 23: select mobile network factors (% any satisfied), 2024
- Approach older consumers with care when marketing plans designed for them
- Graph 24: select mobile network factors (% any satisfied), by provider, 2024
- Good, fast, and cheap – pick two
- Graph 25: select mobile network factors (% any satisfied), by plan type, 2024
- Satisfaction with coverage and roaming/global services
- Meeting consumer demand for coverage is an uphill battle
- Graph 26: select mobile network factors (% any satisfied), by provider, 2024
- Roaming and global services are important for solo male travelers
- Graph 27: satisfaction with roaming/global service (% any satisfied), by age and gender, 2024
- Better coverage and roaming could be another selling point for 5G
- Graph 28: select mobile network factors (% any satisfied), by 5G status, 2024
- Satisfaction with data plans and network security
- AT&T brands network security, giving it an edge
- Graph 29: select mobile network factors (% any satisfied), by provider, 2024
- Satisfaction with billing
- Verizon consumers struggle the most with billing
- Graph 30: select mobile network factors (% any satisfied), by provider, 2024
- Consumers under 55 demand flexibility, and providers deliver
- Graph 31: billing flexibility as a mobile network factors (% any satisfied), by age, 2024
- Satisfaction with consumer service and rewards
- Room for improvement with customer service and rewards
- Graph 32: satisfaction with select mobile network factors (% any satisfied), by provider, 2024
- T-Mobile extensive perks may need an awareness campaign
- Make freebies more appealing for older consumers, and make sure they are aware of them to begin with
- Graph 33: freebies/loyalty reward as a mobile network factors (% any satisfied), by age, 2024
- The most loyal consumers don’t feel rewarded
- Graph 34: select mobile network factors (% any satisfied), by tenure, 2024
-
Competitive Strategies
- Innovation
- 5G innovation extends well beyond smartphones
- AT&T first to move on open RAN
- Marketing and advertising
- AT&T uses repetition to emphasize the best deal on the latest phones…
- AT&T knows the best audience for each of it’s plans
- T-Mobile leverages iPhone 15 to incentive new customers
- T-Mobile breaks consumers out of lock up
- Verizon employs the same tactics as the competition
- Verizon targets Hispanics through music and sports
- Verizon targets Hispanics through music and sports (cont’d)
-
The Market
- Market context
- Market drivers
- The US expanded by 1.3% in Q1 2024
- Graph 35: quarterly real GDP growth, 2020-24
- Consumer prices rose by 3.3% in May, down for the second consecutive month
- Graph 36: headline CPI and shelter CPI, 2021-24
- Consumer sentiment remains down, but is expected to rebound soon
- Graph 37: consumer sentiment index, 2021-24
- Market size and forecast
- Mintel anticipates the market to reach $321.6 billion in 2028
- Revenue and forecast of total wireless services of mobile network providers
- Market segmentation
- Revenue and forecast of cellular telephone services
- Revenue and forecast of cellular phone services
- Revenue and forecast of equipment
-
Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Mobile network providers included in “Other”
- Financial status descriptions
- Forecasts
- Forecast fan chart
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
