Family or peer groups, as well as customer service, are the major factors impacting US consumers' selection of their wireless service providers and driving customer churn, finds the Yankee Group's initial 2005 wireless user survey. According to the report, nearly half of all new postpaid customer additions were through family plan offerings.
The survey also discovered that mobile data and other add-on services continue to exert only a minimal impact on service provider selection. Nonetheless, consumers are becoming more aware of the advanced services being offered by carriers, with the research firm singling out picture messaging as a bright spot. Yet penetration levels for more mature mobile data services have begun to plateau, finds the survey.
For more on the Yankee Group's 2005 wireless user surveys:
- read this company press release