Advanced Mobile Data Services Customer Loyalty

More than half of advanced mobile data service users in Great Britain have switched mobile network provider in the past three years, according to MORI research.

The survey, commissioned by LogicaCMG, shows 53% of MMS users and 58% of mobile internet browser users (note 1) have switched operator, compared to an average of 31% across the UK mobile phone user population. This higher than average rate of churn is symptomatic of the fact that users expressed a growing dissatisfaction with the quality of service delivery and customer care they received from their operator as service complexity increases.

Less than half (47%) of customers that use internet browsing are completely or very satisfied with the quality of service, compared to 80% of all those using short messaging services (SMS). Furthermore, when reporting problems to the operator's customer service centre, a quarter (24%) of all customer service centre users (note 2) reported a poor experience.

Notes

1. Small base of internet browser users (62).
2. Small base for customer service centre users (92).

Technical details

Face-to-face and telephone interviews were conducted on MORI's face-to-face omnibus and MTS's telephone omnibus.

A total of 761 face-to-face and 816 telephone interviews were completed with British adult mobile phone users. Telephone interviews were conducted from 28-30 October 2005 and CAPI interviews conducted from 20-25 October 2005. All data are weighted to a representative profile of the British population.