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The Connected Consumer Survey 2016: mobile customer satisfaction in Europe, South Korea and the USA

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Date: 29-Apr-2016
No. of pages: 34
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"If operators cannot get the basics of customer service and coverage right, then, regardless of the generosity of their data allowances and the speed of their networks, they will have difficulty holding on to their customers."

Consumers in developed markets are going through a transition period, during which their priorities are moving beyond price and their reasons for churn are changing. Operators need to adapt their means of retention when established approaches to service design and device bundling become less convincing to consumers.

This Report Provides:


  • an analysis of mobile customer behaviour in eight countries (six in Europe, South Korea and the USA), using a total sample of more than 8000 respondents

  • a description and assessment of the drivers that influence mobile customer satisfaction and retention, including:

    • the role of tariff types (prepaid, contract and SIM-only), service bundles (voice, data, convergence) and smartphones

    • the relationship between network quality and customer satisfaction.




Survey Data Coverage

The research was conducted in July and August 2015. The survey groups were chosen to be demographically representative of the broader online consumer population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country. The total sample size was 8270 respondents.

Geographical Coverage


  • France

  • Germany

  • Poland

  • South Korea

  • Spain

  • Turkey

  • UK

  • USA

The Connected Consumer Survey 2016: mobile customer satisfaction in Europe, South Korea and the USA

Table of Contents

Executive Summary
Key Drivers Of Mobile Customer Churn
Effects Of Bundling On Mobile Retention
Mobile Networks And Churn
Methodology And Panel Information

List of Figures

Figure 2 and 9: Intention to churn from mobile services, by country and subscription type
Figure 3 and 19: Average operator NPS by country, 3G and 4G
Figure 7: Mobile operators’ NPS
Figure 8: Percentage of respondents who want more data in their next mobile plan, compared to those who want more voice minutes and SMS, by country
Figure 10: Respondents’ overall mobile service satisfaction scores (out of 7)
Figure 11: Respondents’ mobile service satisfaction scores in the UK (scale adjusted to 4.5 to 6 for emphasis)
Figure 12: Intent to churn, converged bundles and standalone mobile services
Figure 13: Respondents’ overall mobile service satisfaction, converged bundles and standalone services
Figure 14: Respondents’ mobile service satisfaction with price, converged bundles and standalone services
Figure 15: Intent to churn and satisfaction with voice/SMS allowance among contract customers
Figure 16: Reasons respondents give to leave their mobile operator
Figure 17: Average mobile service satisfaction with data speed (score out of 7)
Figure 18: Average mobile service satisfaction with data allowance (score out of 7)
Figure 20: NPS for mobile operator Wi-Fi bundles, any carrier Wi-Fi bundles and Wi-Fi not bundled
Figure 21: NPS by Wi-Fi usage on handsets, Europe
Figure 22: Reasons respondents give to leave their mobile operator, by age
Figure 23: Features respondents that have an intent to change their tariffs want in their next mobile plan, by age

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