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Wireless & Mobile Landscape

U.S. Consumers’ Ratings of Mobile Service: Providers and Networks

U.S. consumers consider many factors, from voice and data network quality to rate plans to customer service, when rating their mobile service provider. How did consumers in iGR’s most recent survey rate the top four major U.S. mobile operators? This market study details the results and compares them to past data.

In addition, this market study details consumers’ satisfaction with specific aspects of their data and voice service and discusses the improvements that they would like to see. Results in this market study are based on iGR’s most recent survey of U.S. consumers, which was fielded in January 2015.


Key Questions Answered

  • What is the Net Promoter® Score for each major U.S. mobile service provider? How have these ratings changed over time?
  • What do U.S. consumers consider in the rating of their mobile service provider? How do these factors vary according to several demographic variables and consumers’ use of mobile services?
  • How do U.S. consumers rate their voice coverage?
  • How often do U.S. consumers experience dropped or blocked calls?
  • What improvements would U.S. consumers like to see in their voice service?
  • How do U.S. consumers rate their mobile data coverage and mobile data speeds?
  • How do all of the consumers’ ratings of their voice and data networks vary by mobile service provider?

Who Should Read

  • Mobile operators, particularly those serving U.S. markets
  • Device OEMs, particularly those serving U.S. markets
  • Financial analysts and investors.

Table of Contents

  • Abstract
  • Executive Summary
  • Methodology
  • Mobile Service Provider Rating
    • Mobile Service Provider Net Promoter® Score
    • Factors Considered in Net Promoter® Score
    • The Increasing Importance of the Data Network
  • Voice Service Quality
    • Voice Coverage
    • Location of Voice Coverage Improvements
    • Voice Service Improvements
    • Blocked Calls
    • Dropped Calls
  • Mobile Data Service Quality
    • Mobile Data Coverage
    • Mobile Data Speeds
  • Survey Demographics
    • Demographic Profile of U.S. Consumer Respondents
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: Primary Mobile Service Provider
  • Table 2: Likelihood to Recommend Mobile Service Provider
  • Table 3: Mobile Service Provider Net Promoter® Score
  • Table 4: Mobile Service Provider Net Promoter® Score, 2013 - 2015
  • Table 5: Top Factors Considered in Rating
  • Table 6: Importance of Mobile Data, 2014 and 2015
  • Table 7: Importance of Mobile Data by Age
  • Table 8: Overall Voice Coverage Rating
  • Table 9: Voice Coverage Rating by Service Provider
  • Table 10: Location of Voice Coverage Improvements
  • Table 11: Voice Service Improvements
  • Table 12: Overall Blocked Calls Rating
  • Table 13: Blocked Calls Rating by Service Provider
  • Table 14: Overall Dropped Calls Rating
  • Table 15: Dropped Calls Rating by Service Provider
  • Table 16: Overall Mobile Data Coverage Rating
  • Table 17: Mobile Data Coverage Rating by Service Provider
  • Table 18: Overall Mobile Data Speed Rating
  • Table 19: Mobile Data Speed Rating by Service Provider
  • Table 20: Respondent Age
  • Table 21: Respondent Gender
  • Table 22: Respondent Ethnic Background
  • Table 23: Respondent Annual Household Income
  • Table 24: Respondent Level of Education
  • Table 25: Age of Children in Household
  • Table 26: Respondent Region
  • Table 27: Respondent Marital Status

List of Charts

  • Figure A: Mobile Service Provider Net Promoter® Score
  • Figure B: Top Factors Considered in Rating
  • Figure C: Importance of Mobile Data, 2014 and 2015
  • Figure 1: Primary Mobile Service Provider
  • Figure 2: Likelihood to Recommend Mobile Service Provider
  • Figure 3: Mobile Service Provider Net Promoter® Score
  • Figure 4: Mobile Service Provider Net Promoter® Score, 2013 - 2015
  • Figure 5: Top Factors Considered in Rating
  • Figure 6: Importance of Mobile Data, 2014 and 2015
  • Figure 7: Importance of Mobile Data by Age
  • Figure 8: Overall Voice Coverage Rating
  • Figure 9: Voice Coverage Rating by Service Provider
  • Figure 10: Location of Voice Coverage Improvements
  • Figure 11: Voice Service Improvements
  • Figure 12: Overall Blocked Calls Rating
  • Figure 13: Blocked Calls Rating by Service Provider
  • Figure 14: Overall Dropped Calls Rating
  • Figure 15: Dropped Calls Rating by Service Provider
  • Figure 16: Overall Mobile Data Coverage Rating
  • Figure 17: Mobile Data Coverage Rating by Service Provider
  • Figure 18: Overall Mobile Data Speed Rating
  • Figure 19: Mobile Data Speed Rating by Service Provider
  • Figure 20: Respondent Age
  • Figure 21: Respondent Gender
  • Figure 22: Respondent Ethnic Background
  • Figure 23: Respondent Annual Household Income
  • Figure 24: Respondent Level of Education
  • Figure 25: Age of Children in Household
  • Figure 26: Respondent Region
  • Figure 27: Respondent Marital Status

For additional information on the U.S. Consumers’ Ratings of Mobile Service: Providers and Networks market study, please contact Iain Gillott at (512) 263-5682 or by email.