ATLANTA, March 20, 2025 -- Market Force Information, a leader in customer experience management, has unveiled critical insights from its latest consumer survey focused on wireless carriers in the United States. The study, which surveyed over 3,800 wireless consumers, highlights key trends and shifts in loyalty, satisfaction, and service preferences within the hyper-competitive wireless industry.
The study highlights key trends and shifts in loyalty, satisfaction, and service preferences in the wireless industry.
The research reveals that over 70% of wireless consumers earn more than $50K per year, with 65% using services from the "Big 3" carriers: Verizon, T-Mobile, and AT&T. Consumers in this group are all spending over $100 per month on their wireless services, reflecting the competitive nature of the market. Interestingly, Verizon and AT&T boast a long customer tenure, with many customers remaining with their providers for 10+ years, while T-Mobile's average customer tenure is closer to 8 years.
Despite the long-term loyalty, overall customer satisfaction (OSAT) is notably low across the industry, with a mere 39.1% satisfaction rate. The lowest satisfaction points are related to cost, availability of online help, and the ease of doing business. However, consumers reported a high level of understanding of their bills and satisfaction with call clarity and reliability.
In an unexpected turn, Consumer Cellular, despite having a lower subscription base, ranked highest on customer experience (CX) metrics. Visible, Mint Mobile, and Google Fi rounded out the top performers in CX, showing that smaller, less established brands are winning the hearts of customers. These brands also topped the Customer Loyalty Index (CLI), a blended metric predicting future loyalty. This performance reflects their consistent customer-centric approaches, in contrast to larger providers like Verizon, AT&T, and T-Mobile, which found themselves ranking among the lowest performers in customer experience.
"There's a clear shift in the market towards smaller, more agile wireless carriers who are delivering superior customer experiences," said David Murray, Senior Director of Client Strategy at Market Force Information. "While cost and coverage are always key factors, today's consumers are placing more importance on ease of service and overall satisfaction with their provider. The top performers are setting the bar in both customer experience and loyalty."
Consumer behavior shows a significant portion of consumers, 23%, are considering switching carriers in the next year or two, citing better pricing, promotions, and coverage as the primary reasons. Despite this, the brand loyalty is still strong for many, especially when it comes to device preference. iPhones dominate the market with 51% market share, followed by Samsung at 33%. Interestingly, nearly 70% of consumers remain loyal to their device brand, with screen size, design, and reliability being top priorities. Samsung leads in overall device satisfaction, though iPhones remain the most popular option among consumers.
For those interested in delving deeper into the survey findings, Market Force offers a comprehensive analysis of the latest trends in wireless consumer satisfaction and loyalty.
To access the full wireless study results, please visit:
https://www.marketforce.com/wireless-research-2025
Brands and analysts interested in a full walkthrough of results can schedule a briefing at:
https://www.marketforce.com/schedule-a-briefing
Join our growing consumer panel at:
https://panel.marketforce.com/become-a-panelist
About Market Force Information
Market Force helps global brands improve customer experience and operations with integrated services like contact centers, mystery shopping, site audits, customer surveys, social media management, and advanced analytics. Industries served include retail, grocery, restaurant, hospitality, banking and more.
Learn more at: www.marketforce.com
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