《YouGov：2022年全球電信行業白皮書（英文版）（59頁）.pdf》由會員分享，可在線閱讀，更多相關《YouGov：2022年全球電信行業白皮書（英文版）（59頁）.pdf（59頁珍藏版）》請在三個皮匠報告上搜索。

1、LOYA LT Y I N T E LC O R E P O R T 2 0 2 loyalty in telco:a global perspectiveLOYA LT Y I N T E LC O R E P O RT 20 2 2Inside040304104055575858DataSummaryGreen mattersSection 3:Deep dive into relationship consumers have with network providersSection 2:Exploring the loyalty drivers of cell phone purch

2、asingSection 1:Sizing telco loyalty segments40IntroductionLoyalty in Telco Report 202202IntroductionA sector with dynamics that are notoriously complex to navigate,telco presents several challenges for companies and marketers to address across the regions.With churn rates in the low percentages,we w

3、ould assume brand loyalty to be the main reason for customers sticking with their current choices,and the advantage of well-established brand names to be a solid pillar.However,the telco sector has faced challenges in recent years.Smartphone innovation has slowed,many people are holding onto their d

4、evices for longer,and during the pandemic,fewer consumers across the world prioritized replacing,or upgrading their phones,or telecom service providers.As we transition out of the pandemic,it will be important for telco marketers to understand how consumers plan to approach their next cell phone and

5、 carrier review and explore the main reasons that will encourage them to switch,or stick.Focusing on retention will be key for all companies in the telco space.Cell phone producers and suppliers will have to work on creating valid motivations for customers to upgrade,and carriers will have to improv

6、e their offering while keeping an eye on possible new incumbents.At the same time,in a market of such scale in which small percentage gains can create significant revenue increases,seizing the opportunity to attract those who are considering a switch,will be vital for brands that want to grow in thi

7、s space.This global report sets out to understand the purchase intentions and motivations of cell phone and carrier consumers.Using YouGov Custom Research across 18 international markets,it will help carriers and OEMs(Original Equipment Manufacturers)gain a better understanding of consumer upgrading

8、 and switching behaviour,and how to encourage consumers to stick around.What emerges is interesting and highlights a need for marketers to work on multiple levers simultaneously,bringing together brand and product marketing efforts alongside pricing and customer experience.Please note,our survey sam

9、ples in East Asian markets such as China,Hong Kong,and Singapore as well as India are not all nationally representative(with some being representative of the online or urban population;see full methodology for details).LE A R N M O R E A B OUT OUR DATALoyalty in Telco Report 202203Sizing telcoloyalt

10、y segmentsS e c t i on 1In this first section we examine the future intentions of global consumers at renewal stage for both cell phones and carriers.Are they remaining loyal to their current companies or brands,or are they seeking alternatives?Loyalty in Telco Report 202204Switch my cell phone bran

11、dNone of theseUpgrade my cell phone with the same brandStick with my current cell phone21%27%26%26%11%42%33%15%High brand loyalty with current cell phone brandStarting with cell phone renewal consideration across the globe,YouGov Custom Research across 18 international markets reveals that 75%of glo

12、bal consumers are brand loyalists who intend to remain with their cell phone brand.Approximately four in ten(42%)intend to stick with their current handset,and a third are considering an upgrade with the same brand.Only 15%may consider switching to another brand.Turning to age groups,just over a thi

13、rd of global adults aged under 44 are considering sticking with their current cell phone,rising to more than one in two among over 55s.Conversely,over 55s are less likely to want to upgrade their cell phone or switch to another brand.Consideration for switching is highest among 1824-year-olds,with o

14、ne in five considering switching cell phone brand-twice as many as those aged 55+.Cell phone consideration at next review(Global)RUN YO U R OW N R E SE ARCHQ:When you next review your cell phone,or mobile network contract or purchase,which of the following are you likely to consider?Global total18-2

15、418-2435-4445-5455+Stick with my current cell phone42%34%35%38%40%51%Upgrade my cell phone with the same brand33%34%34%35%35%29%Switch my cell phone brand15%20%18%16%14%10%Cell phone consideration at next review by ageQ:When you next review your cell phone,or mobile network contract or purchase,whic

16、h of the following are you likely to consider?Loyalty in Telco Report 202205Looking at the global picture,on balance,Europeans are more likely to stick with their current cell phone brand,with the highest proportion of stickers in Germany,Poland,GB,and Spain.Danes have the highest propensity to upgr

17、ade to a newer model while remaining loyal to their current brand,followed by Singaporeans and Swedes.Indonesia and India are mobile-first countries with young populations,and consumers in both these markets are most likely to consider switching their cell phone brand.Brand switching higher in Asian

18、 marketsBrand switchingAsianmarketsS PE A K TO A R E SE ARCHE RLoyalty in Telco Report 202206Cell phone consideration at next review by countryQ:When you next review your cell phone,or mobile network contract or purchase,which of the following are you likely to consider?Stick with my current cell ph

19、oneUpgrade my cell phone with the same brandSwitch my cell phone brand0%20%40%60%Global totalGermanyGBFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanada Across all 18 countries,YouGov Telco Profiles data shows that three brands consistently rank in the

20、 top three.Overall,29%of global consumers use Samsung the most,closely followed by Apple(28%).Chinese mobile giant Xiaomi ranks third,with 8%of global consumers using it the most.F I ND O U T M O RELoyalty in Telco Report 202207None of theseSwitch my mobile network providerStick with the same mobile

21、 network provider71%12%17%High propensity to stick with cell phone carriersSimilar to cell phone consideration,a high proportion of global consumers(71%)intend to stick with their carrier,with less than one in five considering changing provider at their next review.Carrier consideration at the next

22、review(Global)Among different age groups,global consumers aged 45+are more likely to consider sticking with their existing carrier,whilst younger age groups are more open to switching.Q:When you next review your cell phone,or mobile network contract or purchase,which of the following are you likely

23、to consider?Q:When you next review your cell phone,or mobile network contract or purchase,which of the following are you likely to consider?Global total18-2418-2435-4445-5455+Stick with the same mobile network provider71%66%65%69%73%76%Switch my mobile network provider17%20%20%18%17%14%Carrier consi

24、deration at next review by ageLoyalty in Telco Report 202208Looking at carrier consideration by country,despite Indonesians being twice as likely to consider switching their smartphone at their next renewal than the global total,they are much less likely to switch their carrier.In fact,Indonesian co

25、nsumers register the highest level of stickiness across the 18 markets.On the other hand,consumers in India,Hong Kong,and the US,are the least likely to stick with their current carrier,with a quarter of Indians and Hong Kongers considering a switch.Carrier consideration at next review by countryQ:W

26、hen you next review your cell phone,or mobile network contract or purchase,which of the following are you likely to consider?Stick with the same mobile network providerSwitch my mobile network providerGlobal totalGermanyGBFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong

27、 KongSingaporeCanada0%20%40%60%80%100%Loyalty in Telco Report 202209Exploring the loyalty drivers of cell phone purchasingS e c t i on 2Loyalty in Telco Report 202210It is important for cell phone brand marketers to understand the factors that influence brand loyalty in their space,explore what enco

28、urages upgraders to remain brand loyal,and uncover the key motivations for sticking with a brand.Ultimately telco organizations and marketers need to unearth how they can encourage switchers to come their way.YouGov global data reveals that the key drivers for remaining loyal to current cell phone b

29、rands centre around satisfaction with current handset model,brand familiarity,trust,and reliability.What drives stickiness?Loyalty in Telco Report 202211F I N D O U T H OW O U R S O LU T I O N S CA N H E L P YO UMain reasons for sticking with current cell phone GlobalQ:Why are you likely to stick wi

30、th your current cell phone?Base:Those planning on sticking with their current cell phoneLooking at the factors that encourage cell phone stickiness,more than half(53%)of global consumers planning on sticking with their current cell phone are satisfied with its functionality,claiming it meets all the

31、ir requirements.Having a connection with the brand is a key focus for the next tier of motivations for sticking with their current cell phone,with around a third citing brand familiarity,trust,and reliability as key factors.Whilst the additional cost of switching is a main reason for sticking with t

32、heir cell phone for 29%of consumers,only 15%are sticking because of the actual package/contract.Green issues are a key driver for around a fifth of global consumers(21%).Cell phone stickers are not on the lookout for new tech innovations,they are more focused on practical solutions.Only one in ten a

33、re sticking due to easy access to 5G and less are fewer are interested in new features or innovation available.My cell phone does everything I need,I dont need an upgradeI am familiar with the brand I currently useI trust the brand I currently useIts a reliable brandToo expensive/unnecessary additio

34、nal cost to switch/upgradeHelps with sustainability and the environment if I keep my phoneConvenient/I dont have the time to shop around for alternativesGood financial package/contractGood customer serviceSuperior to other brandsEasy access to 5GFew new features or innovations available elsewhereI a

35、m concerned about losing data/changing my number if I switch to another brandMy current cell phone is great,and Id happily keep it and switch to a new network provider0%20%40%60%53%36%34%34%29%21%19%16%15%13%12%11%10%6%Loyalty in Telco Report 202212Older global consumers are more brand loyalWe see s

36、ome interesting differences when looking at motivations to stick with their current cell phone by different age groups across the globe.Over 55s over-index for brand satisfaction,familiarity,reliability,and trust,suggesting they have a stronger brand affinity with their handset than consumers in oth

37、er age categories.Environmental factors for sticking are consistent across all age groups,whilst younger age groups are slightly more driven to stick by having easy access to 5G.They are also more concerned about losing data if they brand switch and feel there is a lack of innovation elsewhere.Q:Why

38、 are you likely to stick with your current cell phone?Base:Those planning on sticking with their current cell phoneGlobal total18-2418-2435-4445-5455+My cell phone does everything I need,I dont need an upgrade53%45%45%45%49%65%I am familiar with the brand I currently use36%32%28%32%31%44%I trust the

39、 brand I currently use34%29%29%30%30%41%Its a reliable brand34%28%28%30%31%40%Too expensive/unnecessary additional cost to switch/upgrade29%31%30%28%28%29%Helps with sustainability and the environment if I keep my phone21%21%21%20%19%22%My current cell phone is great,and Id happily keep it and switc

40、h to a new network provider19%23%23%19%18%17%Convenient/I dont have the time to shop around for alternatives16%20%17%15%13%16%Good financial package/contract15%12%13%14%12%18%Good customer service13%12%11%13%12%14%I am concerned about losing data/changing my number if I switch to another brand12%17%

41、12%12%10%11%Superior to other brands11%12%12%11%11%9%Easy access to 5G10%13%12%10%9%8%Few new features or innovationsavailable elsewhere6%10%9%7%5%3%Main reasons for sticking with current cell phone by age Loyalty in Telco Report 202213Comparing the top three reasons for sticking by county,the satis

42、faction that their current handset delivers everything they need is the top reason across all 18 countries surveyed.Brand affinity attributes are core reasons for sticking across many countries with familiarity,trust and reliability ranking as second or third motivator overall.Further down the prior

43、ity list,in GB,Spain,Indonesia and Poland,financial reasons are more of a factor for sticking while sustainability is the second highest driver to sticking for French consumers.Consistent reasons for sticking with cell phone by countryConsistent reasonssticking with cellphoneS PE A K TO A R E SE ARC

44、HE RLoyalty in Telco Report 202214All handsets are perceived to be the sameGlobal consumers may be sticking with their current cell phone because there is a perceived lack of differentiation in terms of the both the look and the technical specification they offer.YouGov Custom Research reveals that

45、more than half of global adults agree that All mobile phones look the same these days and have basically the same technical specs compared to a third who disagree.The highly competitive mobile tech markets of China and Indonesia have the highest proportion of consumers in agreement with this stateme

46、nt.In all 18 international markets surveyed,the proportion who agree with this statement is higher than the proportion who disagree.In a sector that has reached a plateau,brand marketers need to work hard to highlight the product and service features that set their devices apart from the competition

47、.Agreement with All mobile phones look the same these days and have basically the same technical specs by countryQ:Do you agree or disagree with the following statement?S PE A K TO A R E SE ARCHE RNet agreeDont knowNet disagreeGBIndia63%9%28%Poland14%32%DenmarkItalySweden45%15%Mexico61%7%32%UAE62%8%

48、31%Australia55%10%35%GermanySpain57%54%8%36%FranceGlobal total54%49%45%49%51%43%12%17%16%11%10%19%34%34%40%40%39%38%39%US43%17%40%China6%26%68%Indonesia6%30%65%Hong Kong6%33%61%Singapore8%31%61%Canada14%34%52%Loyalty in Telco Report 202215YouGov Custom Research identified that just under a fifth of

49、global consumers are considering switching their cell phone brand,but is there anything that can be done to encourage likely cell phone switchers to stick around?Factors to encourage cell phone retentionFactorscellphone retentionS PE A K TO A R E SE ARCHE RLoyalty in Telco Report 202216Advanced tech

50、 the top pull factor to stickUnlike cell phone stickers,those considering switching cell phones are more tempted by new tech innovations,and more and improved handset features.Technology is constantly evolving and offering new features is the primary incentive globally to encourage potential cell ph

51、one switchers to stick.5G is also a top tier priority among switchers,and a factor that could encourage them to stick with their current cell phone brand.Pull factors that could encourage global cell phone switchers to stick(Global)Q:Which of the following would encourage you to stick with your curr

52、ent cell phone brand?Base:All considering switching cell phone brandMore/improved featuresBetter financial package/contractAttractive trade-in deals e.g.,discounts/money off in exchange for my current deviceEasy access to 5GBetter customer serviceAbility to easily sync all my devices with smart TV,t

53、ablets etc.offered by the same brandCustomer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.Discounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.More commitment to environmental or social issues from the brandKnow

54、ledge that some of my money is going to good causesNone of theseInterested in a greener phone-sustainable and eco-friendlyPersonalized rewards tailored to my interests0%20%40%35%31%31%29%29%28%25%23%20%19%17%14%11%Loyalty in Telco Report 202217Financial incentives-a key motivator for potential switc

55、hersIn joint second place,offering a better financial package/contract or an attractive trade-in deal are of equal importance when it comes to encouraging potential switchers to stick.Trade-in deals offer a great opportunity for OEMs and carriers alike to not just retain customers but enhance their

56、customer relationship.A quarter of cell switchers could be encouraged to stay brand loyal by customer reward schemes offering cash back on spend via different retailers and just under a fifth could be swayed by personalized rewards tailored to their specific interests When comparing the tactics that

57、 could encourage global cell phone switchers to stick by age,we see some interesting differences.For example,over 55s are more likely to be financially motivated by potential value offerings such as a better package/contract or attractive trade-in deals.Older switchers also place higher importance o

58、n good customer service as a reason to stick.potential switchersFinancial incentivesLoyalty in Telco Report 202218LEA R N M O R E A B OUT OUR DATAQ:Which of the following would encourage you to stick with your current cell phone brand?Base:All considering switching cell phone brandPull factors that

59、could encourage global cell phone switchers to stick by age Stick triggers by ageGlobal total18-2425-3435-4445-5455+More/improved features35%36%34%35%39%32%Better financial package/contract31%24%26%31%37%39%Attractive trade-in deals e.g.,discounts/money off in exchange for my current device31%25%29%

60、31%36%34%Easy access to 5G29%29%29%29%30%29%Better customer service29%28%27%28%30%32%Ability to easily sync all my devices with smart TV,tablets etc.offered by the same brand28%28%30%30%24%25%Customer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.

61、25%24%25%26%26%26%Discounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.23%24%26%20%27%19%Interested in a greener phone-sustainable and eco-friendly20%23%19%22%18%19%Personalized rewards tailored to my interests19%18%17%21%20%17%More commitment to environmental or s

62、ocial issues from the brand17%18%16%18%15%17%Knowledge that some of my money is going to good causes14%16%15%14%13%12%On the other hand,greener,sustainable,and eco-friendly cell phones have more appeal among under 34-year-old switchers as well as social responsibility and supporting good causes.Loya

63、lty in Telco Report 202219Indonesia and India registered the highest proportion of potential cell phone switchers that could be encouraged to stick around if there were more/improved features available from their current brand.Other countries that could be encouraged by advanced features were China

64、and Singapore.India and Australia had the highest level of appeal for easy access to 5G,and Chinese switchers rank highest for their interest to easily sync their device with their TV,tablet etc.Latest tech is the top pull factor for cell switchersLatest techtop pull factorcell switchersLoyalty in T

65、elco Report 202220More/improved featuresEasy access to 5GAbility to easily sync all my devices with smart TV,tablets etc.offered by the same brand40%20%0%60%GBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanadaGlobal totalFeatures and tech driven

66、 factors that could encourage cell phone switchers to stick by countryQ:Which of the following would encourage you to stick with your current cell phone brand?Base:All who would switch cell brandLoyalty in Telco Report 202221Financially driven incentives are more likely to encourage GB cell phone sw

67、itchers to stick with their current cell brand,than consumers in any other country.More than four in ten Brits could be persuaded to stick with their current cell phone brand by the allure of a better financial package/contract,closely followed by Australians and Canadians.Trade-in deals are more li

68、kely to tempt switchers from Hong Kong and Italy to stick,whilst cash-back schemes or discounts at various retailers,along with personalized rewards have higher appeal among Singaporeans and Hong Kongers.Value-driven Brits looking for a better deal to stick aroundValue-driven Britsstick aroundLoyalt

69、y in Telco Report 202222Better financial package/contractAttractive trade-in deals e.g.,discounts/money off in exchange for my current deviceCustomer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.Personalized rewards tailored to my interests40%20%

70、0%60%Global totalGBGermanyFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanadaFinance driven factors that could encourage cell phone switchers to stick by countryQ:Which of the following would encourage you to stick with your current cell phone brand?Bas

71、e:All who would switch cell brandLoyalty in Telco Report 202223A cell phones sustainability credentials are more likely to entice French cell phone switchers to stick with their current brand,with almost one in three interested in a greener,sustainable,and more eco-friendly phone.A brand that can sh

72、ow its commitment to environmental and social issues is also high on the list for Indians and Australians as a driver to encourage them to stick with their current brand.Indians are also more likely to be motivated by the knowledge that the brand is supporting good causes.Marketers need to ensure th

73、ey are transparent in communicating and acting upon their brands ethical stances,in order to motivate these socially conscious customers to stay.Environmental and social driven factors that could encourage cell phone switchers to stick by countryFrench more interested in greener phonesQ.Which of the

74、 following would encourage you to stick with your current cell phone brand?Base:All who would switch cell brandGlobal totalGermanyGBFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanada0%20%40%Interested in a greener phone-sustainable and eco-friendlyMore

75、 commitment to environmental or social issues from the brandKnowledge that some of my money is going to good causesLoyalty in Telco Report 202224Almost a quarter of global consumers could be enticed from switching by the allure of discounted/free streaming bundles.Consumers in Mexico scored most hig

76、hly for this promotion,with switchers in France,China and Indonesia,least likely to stick around by offering discounted/free video streaming bundles.Video streaming services that could encourage cell phone switchers to stick by countryMexicans most interested in video streaming servicesQ.Which of th

77、e following would encourage you to stick with your current cell phone brand?Base:All who would switch cell brandGlobal totalGermanyGBFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanada0%20%40%Discounted/free streaming bundles with other services e.g.,Di

78、sney Plus,Netflix,Hulu etc.23%22%21%8%21%19%24%24%21%22%35%28%27%30%17%16%27%25%24%Loyalty in Telco Report 202225As we have seen earlier,over four in ten global customers intend to stick with their current cell phone,stating that they are happy with their current handset offering.Whilst customer ret

79、ention is key for all brands,it is important for OEM marketers to understand the key triggers that encourage upgrades,and to identify the tactics that could sway those who are undecided to upgrade to a newer model.To upgrade or not to upgradeupgrade ornotLoyalty in Telco Report 202226Better financia

80、l package/contractAttractive trade-in deals e.g.,discounts/money off in exchange for my current deviceMore/improved featuresAbility to easily sync all my devices with smart TV,tablets etc.offered by the same brandCustomer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment di

81、scounts/vouchers etc.Discounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.Knowledge that some of my money is going to good causesInterested in a greener phone-sustainable and eco-friendlyPersonalized rewards tailored to my interestsEasy access to 5G0%20%40%Saving m

82、oney is the top motivation to upgradeAmong those who stated they are planning to stick with their current cell phone,top strategies for tempting them to upgrade are financially driven.A little over a quarter(27%)would be motivated by a better financial package,and a quarter are attracted by trade-in

83、 deals.In addition,18%could be pushed to upgrade via customer loyalty reward schemes;Other promotional tactics focusing on offering discounted free streaming bundles and personalized rewards fall lower down the list of triggers.Pull factors that could encourage global cell phone upgrades(Global)Q:Wh

84、ich of the following would encourage you to upgrade with the same brand?Base:Those planning on sticking with current cell phone27%25%22%18%17%16%15%14%12%9%Loyalty in Telco Report 202227More/improved features is the third highest scoring factor(22%)that could encourage global consumers to upgrade.Ha

85、ving easy access to 5G motivates 14%of consumers,and the ability to sync all their devices with the same brand could encourage an upgrade for 17%of global consumers who are planning to stick with their current device.Social responsibility sways more than one in ten globallyAre there differences in f

86、actors that encourage cell phone upgrades by age?Environmental factors could encourage 15%of consumers sticking with their current phones to upgrade.In addition,just under one in ten would be encouraged to upgrade their phone if some of their money was going to good causes.Whilst financial motivatio

87、ns are the core driver to upgrade,consumers are increasingly looking for brands that have more of a social conscience and prefer to be aligned with brands that are socially and environmentally responsible.Q:Which of the following would encourage you to upgrade with the same brand?Base:Those planning

88、 on sticking with current cell phoneOnce again,we see some differences in factors that could encourage global consumers to upgrade their phone by age.Upgrade TriggersGlobal total18-2425-3435-4445-5455+Better financial package/contract27%25%24%25%26%29%Attractive trade-in deals e.g.,discounts/money o

89、ff in exchange for my current device25%28%27%26%23%24%More/improved features22%33%27%22%23%17%Customer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.18%23%22%21%19%13%Ability to easily sync all my devices with smart TV,tablets etc.offered by the s

90、ame brand17%22%21%17%17%13%Discounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.16%23%22%18%14%11%Interested in a greener phone sustainable and eco-friendly15%21%16%18%13%11%Easy access to 5G14%19%15%16%15%11%Personalized rewards tailored to my interests12%18%14%14

91、%12%9%Knowledge that some of my money is going to good causes9%15%12%10%8%7%Pull factors that could encourage global cell phone upgrades by ageLoyalty in Telco Report 202228Financially driven tactics and trade-in deals are equally appealing across all age groups whereas for 1824-year-olds,the top mo

92、tivation to upgrade is more/improved handset features,with a third ranking this as the top reason for upgrading almost twice as high as their older 55+counterparts.As early adopters of new technology,it is not surprising that 18-24s are more driven by new features.As digital natives,growing up in a

93、world where there physical and digital life have always coexisted,and the first generation to have 24/7 access to the internet,connected devices,and social media since birth,they also over-index on the ability to easily sync all their devices seamlessly under the same brand umbrella.Having easy acce

94、ss to 5G is also more of an enticement for 1824-year-olds.Features rank high for younger customersFeatures rank highLoyalty in Telco Report 202229Money,money,moneyUnder 34s value for more entertainment,and socially responsible upgradesJust over a fifth of under 34-year-olds could be drawn into a cel

95、l phone upgrade with discounted or free streaming bundles such as Netflix or Disney Plus-double the level of appeal compared to those aged over 55.In addition,those aged 1824 have a higher interest in a sustainable,and eco-friendly devices to encourage an upgrade(21%),than those aged 55+(11%).These

96、younger stickers could be further enticed to upgrade with the knowledge that some of their money would go to good causes.The attraction of better financial packages and trade-in deals has the strongest sway to entice stickers to upgrade their phone across most countries.Consumers in Canada,Sweden,Si

97、ngapore,and GB score highest for better finance packages,whilst those in Hong Kong,Singapore,and China are more likely to prefer a trade-in deal to encourage them to upgrade their current device.Loyalty reward schemes offering cash back have a higher upgrade appeal among Indians,Singaporeans,and Hon

98、g Kongers.Under 34s valuesociallyresponsible upgradesDo push tactics differ by country?Looking at the push tactics and grouping them into the core themes of financial incentives,enhanced features,entertainment,and social conscience,are there differences that emerge by country across the 18 internati

99、onal markets surveyed?Loyalty in Telco Report 202230Better financial package/contractAttractive trade-in deals e.g.,discounts/money off in exchange for my current deviceCustomer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.0%10%20%30%40%50%Global

100、 totalPolandItalyIndiaGermanyMexicoSwedenChinaSingaporeGBUSDenmarkAustraliaHong KongFranceUAESpainIndonesiaCanadaPersonalized rewards tailored to my interestsFinance driven factors that could encourage cell phone stickers to upgrade by countryQ:Which of the following would encourage you to upgrade w

101、ith the same brand?Base:Those planning on sticking with current cell phoneLoyalty in Telco Report 202231More/improved features are most likely to encourage consumers who are sticking with their current device to upgrade in Asia-particularly in Indonesia,India,and Singapore.In Europe,Italians are mor

102、e likely to be enticed to upgrade,by offering improved features than any other European market.In addition,easy access to 5G,and the ability to sync all their devices together are also more popular upgrade incentives among Asians,with all Asia markets scoring more highly than their European counterp

103、arts for both these features.More advanced features entice Asian marketsadvancedfeaturesAsian marketsLoyalty in Telco Report 202232More/improved featuresAbility to easily sync all my devices with smart TV,tablets etc.offered by the same brandEasy access to 5GGlobal totalGermanyGBFranceItalyDenmarkSw

104、edenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanada0%10%20%30%40%50%Feature and tech driven factors that could encourage cell phone switchers to stick by country Q:Which of the following would encourage you to upgrade with the same brand?Base:Those planning on sticking wit

105、h current cell phoneLoyalty in Telco Report 202233Global total0%5%10%15%20%25%USIndiaGermanySpainChinaPolandSwedenIndonesiaUAEFranceHong KongSingaporeCanadaAustraliaDenmarkGreat BritainItalyMexico30%Discounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.Video streami

106、ng bundles encouraging upgrades in UAEOffering free streaming media subscription is a perk offered by carriers and brands to provide added value to customers and create stand-out in a competitive market.This is a particularly attractive proposition to encourage cell phone upgrading among consumers i

107、n UAE,followed by Mexico,India,Singapore,and Canada.Video streaming services that could encourage cell phone stickers to upgrade by countryQ:Which of the following would encourage you to upgrade with the same brand?Base:Those planning on sticking with current cell phone16%12%10%9%12%13%13%15%15%23%2

108、3%19%11%16%17%22%22%28%16%Loyalty in Telco Report 202234Sustainability is a growing priority for both telco organizations and consumers across the regions,and many people are looking for more eco-friendly options.YouGov Custom Research reveals that more Indians could be persuaded to upgrade their cu

109、rrent cell phone to a greener,more sustainable option than those in any of the 18 international markets surveyed.Indians are also most likely to be encouraged to upgrade by the knowledge that some of their money is going to a good cause(almost on a par with the appeal of an eco-friendly device).As w

110、e have seen earlier,these values align with younger global consumers,and India has one of the youngest populations of all countries measured.Other countries scoring highly for interest in an eco-friendly phone as a motivator for upgrading,include France,Mexico,and Indonesia,whilst Mexico and UAE sco

111、re highly for interest in supporting good causes as a trigger to upgrade.Indians have the highest interest in green phonesinterest ingreen phonesIndiansLoyalty in Telco Report 202235Socially conscious factors that could encourage cell phone stickers to upgrade by countryQ:Which of the following woul

112、d encourage you to upgrade with the same brand?Base:Those planning on sticking with current cell phoneInterested in a greener phone sustainable and eco-friendlyKnowledge that some of my money is going to good causesGlobal totalGermanyGBFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChin

113、aIndonesiaHong KongSingaporeCanada0%5%10%15%20%25%30%Loyalty in Telco Report 202236Focus on cell phone upgradersAs identified earlier,YouGov Custom Research reveals that a third of all global consumers are considering upgrading to a newer model of the same brand.This section explores this brand loya

114、l segment and uncovers the main reasons for upgrading to a newer model of the same brand.Reasons for upgrading with current cell phone brand(Global)Q:Which of the following would encourage you to upgrade with the same brand?Base:Those planning on sticking with current cell phoneLEA R N M O R E A B O

115、UT OUR DATAI trust the brand/service I currently useA dependable brandI prefer to stick with the brand I knowSuperior to other brandsEnables easy access to 5GGood customer serviceI am concerned about losing data/changing my number if I switch to another brandAttractive financial package/contractA br

116、and/service that is committed to environmental or social issuesConvenient/I dont have the time to shop around for alternatives0%20%40%60%53%47%45%25%19%18%19%17%14%9%Loyalty in Telco Report 202237Repeat customers are every marketers dream,so it is important for OEM marketers to understand the key mo

117、tivations that encourage upgraders,and the nudge tactics that could sway those who are undecided.YouGovs data identifies brand equity as the top driver for upgrading cell phones globally.Upgraders have formed a deeper connection with their cell phone brand,with trust(53%),dependability(47%)familiari

118、ty(45%)and superiority(25%)the top scoring reasons for upgrading.Interestingly,only 14%are likely to consider an upgrade based on an attractive financial package,and just under one in ten globally cite environment and social reasons as a driver to upgrade.Some global consumers upgrade for more pragm

119、atic reasons,with 18%citing not having the time to shop around as a reason for upgrading with the same brand.However,although these consumers are driven by less emotional reasons,would they upgrade with the same brand if they were dissatisfied?Looking at the key drivers for cell phone upgrading by a

120、ge,older consumers are more likely to stick with the brands they know,and their reasons for upgrading are significantly more likely to be driven by brand affinity motives such as trust,dependability,and brand familiarity than younger consumers.Although younger consumers are slightly more likely to u

121、pgrade their cell phone with the same brand due to convenience,and concerns over losing their data if they switch to another brand,under 34-year-olds are twice as likely to upgrade if their brand is committed to environmental or social issues compared to over 55s.It is therefore important for market

122、ers and telco organizations to push socially conscious brands,packages,and messages,when communicating to this younger demographic.Building brand trust is key for upgradesBuilding brandtrustLoyalty in Telco Report 202238Q:Why are you likely to upgrade your phone with the same brand?Base:All those co

123、nsidering an upgrade to the same brandReasons for upgrading to the same brandGlobal total18-2425-3435-4445-5455+I trust the brand/service I currently use53%51%47%53%51%61%A dependable brand47%38%40%47%48%56%I prefer to stick with the brand I know45%41%39%43%45%53%Superior to other brands25%27%25%24%

124、26%26%Enables easy access to 5G19%17%20%19%18%19%Good customer service19%18%21%16%18%19%Convenient/I dont have the time to shop around for alternatives18%21%20%18%15%17%I am concerned about losing data/changing my number if I switch to another brand17%21%20%15%14%16%Attractive financial package/cont

125、ract14%15%15%13%15%14%A brand/service that is committed to environmental or social issues9%12%12%10%8%6%Reasons for upgrading with current cell phone brand by age GlobalLoyalty in Telco Report 202239Deep dive into the relationship consumers have with network providersIn this section we explore the r

126、elationship consumers have with their telco carrier around the globe.What influences them to remain loyal and stick with their current network provider?What are the push/pull factors of sticking or switching carriers?And for those who are considering switching,what could be done to encourage them to

127、 stick with their current service?As highlighted previously,71%of global consumers are carrier loyalists,considering sticking with their network provider at their next review.We analyse the motivations that encourage these customers to stick,and the attitudes of those who are considering switching,i

128、n order to understand what would convince them to stay,and what they value the most from a telco service provider.S e c t i on 3Loyalty in Telco Report 202240Stick with what you know and trustAmong those likely to stick with their current carrier,YouGov Custom Research reveals that 42%of global cons

129、umers stick due to familiarity with the service they use,and 41%because they trust the service provided by their carrier.Whilst a third cite monetary satisfaction with their existing package/contract as a reason to remain loyal,they are less driven by other financial tactics such as reward schemes,p

130、ersonalized rewards,or free streaming bundles.Just over a quarter(27%)of global consumers consider customer service as a driver to stay loyal,and just over a fifth(22%)are sticking for convenience.With such high levels of global consumers intending to stick with their current telco carrier at their

131、next review,the main focus for operators should be to provide an excellent end-to-end experience,in order to keep their customers connected and satisfied.LEA R N M O R E A B OUT OUR DATAStick withknow and trustLoyalty in Telco Report 202241Main reasons for sticking with current carrier(Global)Q.Why

132、are you likely to stick with your current network provider?Base:All who would stick with the same network providerI am familiar with the service I currently useI trust the service I currently useGood financial package/contractGood customer serviceConvenient/I dont have the time to shop around for al

133、ternativesSuperior to other servicesCustomer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.Lack of knowledge/have concerns about switching to another providerDiscounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.O

134、ffers personalized rewards tailored to my interestsEasy access to 5G0%20%40%60%42%41%33%27%22%16%14%12%10%10%9%Loyalty in Telco Report 202242It is important for carriers looking to capture part of the competitions customer base,to understand the push factors that could encourage customers to switch.

135、YouGov Custom Research reveals that the ability to save money is the core driver for switching among 36%of global consumers.Whilst the offer of a cheaper plan or reduced monthly bill tugs hard on the purse strings,the allure of other budget-saving deals also ranks highly.Discounted streaming bundles

136、,discounted offers from retailers or offering a better deal on a new phone each encourage over a fifth to switch.An improved signal/better reception could influence just under a quarter to switch carrier,but fewer could be tempted by the ability to sync all their devices or seamlessly being able to

137、transfer their data,suggesting that reducing the hassle factor in switching is less of a pull than other factors.Push factors that encourage carrier switchingPush factorsencouragecarrier switchingLoyalty in Telco Report 202243Factors that could encourage switching network provider(Global)Q.Which of

138、the following would encourage you to switch network provider?Base:Global totalOffering a cheaper plan than my current provider doesReduced monthly bill(e.g.,Pay half your bill for six months)Offering better signal/reception than my current provider doesDiscounted/free streaming bundles with other se

139、rvices(e.g.,Disney Plus,Netflix,Hulu etc.)Discounts/offers from retailersOffering a better deal on a new phone than my current provider doesDiscount on my monthly bill for bundles with other telco services such as broadband or TV etc.Ability to easily sync all my devices with smart TV,tablets etc.of

140、fered by the same brandPre-loaded credit card(e.g.,Receive cashback when you switch)A provider who supports charitable causesNone of theseExclusive first access to tickets for live events such as much music or sportsAn easy and seamless way to transfer my data0%20%40%36%34%24%22%22%22%16%14%14%10%9%

141、9%24%Loyalty in Telco Report 202244Discounts appeal to younger carrier switchersComparing the factors that could pull consumers from one carrier to switch to another by different age cohorts,although all age groups could be tempted by saving money on their bill,we see some subtle differences in how

142、these value offerings have slightly varied appeal.Offering a cheaper plan overall could tempt over 55s,while a reduced bill for six months is slightly more appealing to under 55s.Added value discounts from outside of the core carrier business are more likely to appeal to younger switchers,these incl

143、ude discounted free streaming bundles,discounts from retailers or exclusive first access to tickets for live events.Discountscarrier switchersyoungerLoyalty in Telco Report 202245More than a third of total responders could be pulled to switch carriers if they were charged less.However,value tactics

144、vary by market,European countries are more influenced by a cheaper plan whereas a reduced monthly bill has higher appeal among consumers in Hong Kong,Singapore and Canada.Global total18-2425-3435-4445-5455+Offering a cheaper plan than my current provider does36%30%33%34%36%41%Reduced monthly bill(e.

145、g.,Pay half your bill for six months)34%35%37%36%36%30%Offering better signal/reception than my current provider does24%26%25%25%25%23%Discounted/free streaming bundles with oth-er services(e.g.,Disney Plus,Netflix,Hulu etc.)22%31%30%24%22%13%Discounts/offers from retailers22%26%26%23%23%17%Offering

146、 a better deal on a new phone than my current provider does22%22%22%21%22%23%An easy and seamless way to transfer my data16%18%16%16%15%16%Discount on my monthly bill for bundles with other telco services such as broadband or TV etc.14%11%12%14%15%15%Ability to easily sync all my devices with smart

147、TV,tablets etc.offered by the same brand14%16%15%14%14%12%Pre-loaded credit card(e.g.,Receive cash-back when you switch)10%12%13%12%10%5%Exclusive first access to tickets for live events such as much music or sports9%15%13%10%8%4%A provider who supports charitable causes9%12%12%9%8%6%Carrier switch

148、tactics by ageQ:Which of the following would encourage you to switch network provider?Base:Global totalWhich countries are incentivized by a better deal?Loyalty in Telco Report 202246Financial incentives to swich carrier by countryOffering a cheaper plan than my current provider doesReduced monthly

149、bill(e.g.,Pay half your bill for six months)Global totalPolandItalyIndiaGBUSDenmarkAustraliaHong KongGermanyMexicoSwedenChinaSingaporeFranceUAESpainIndonesiaCanada0%20%40%60%Q:Which of the following would encourage you to switch network provider?Please select all that apply.Loyalty in Telco Report 2

150、02247Payment plans(Global)Which ONE,if any,of the following options BEST describes your current handset plan?If you have more than one handset then please think about the one you use the most.YouGov Telco Profiles,August 2022 Data from YouGov Telco Profiles in August 2022 reveals that the most popul

151、ar payment plans are those that are postpaid with four in ten globally opting to pay at the end of the month for the services they have used.Just over a third have a prepaid payment plan and 18%are SIM only.F I ND O U T M O RESIM only(i.e.a contract that includes calls,text&data but you only have th

152、e SIM and do not receive a phone)Dont knowPostpaid(i.e.pay at the end of month for your plan or whatever services(calls,text,data)you have used)Prepaid(i.e.pay prior to service,you ensure there is money on your account before use)34%40%18%7%Loyalty in Telco Report 202248With such high levels of inte

153、ntion to stick with their current carrier,it is clear that the main focus for operators should be to provide an excellent end-to-end experience,in order to keep their customers connected and satisfied.Whilst the majority are considering sticking,just under a fifth are considering switching,we explor

154、e what triggers could encourage them to change their mind and decide to stay.Stick or switch?Loyalty in Telco Report 202249Pull factors that could encourage global carrier switchers to stick(Global)Carrier switchers financially motivatedRemaining competitive on pricing and offering other financial r

155、eward schemes are key considerations for telco organizations and marketers.Among those considering switching carrier,a better financial package/contract emerged as the top driver to encourage sticking(43%)followed by customer loyalty rewards schemes(30%),and discounted or free video streaming bundle

156、s(27%).Good customer service also scored highly(27%)as a factor to incite potential switchers to stay.CarriermotivatedWhich of the following would encourage you to stick with your current network provider?Base:All considering switching their network providerBetter financial package/contractCustomer

157、loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.Better customer serviceDiscounted/free streaming bundles with other services e.g.,Disney Plus,Netflix,Hulu etc.Easy access to 5GPersonalized rewards tailored to my interestsMore commitment to environme

158、ntal or social issues from the brandKnowledge that some of my money is going to good causesNone of theseMore advice and reassurances on the benefits of renewing my current contract/package0%20%40%60%43%30%27%27%23%20%19%17%16%12%Loyalty in Telco Report 202250Among global consumers considering switch

159、ing their telco carrier,the factors that may encourage them to stay vary by age.As we have previously seen,older consumers are more attracted by a better financial package and better customer service than younger generations.On the other hand,younger consumers considering a switch could be swayed to

160、 stick by having easy access to 5G,discounted/free streaming services e.g.,Disney Plus,Netflix,Hulu etc.,and a package that provides environmental and social benefits.Q.Which of the following would encourage you to stick with your current network provider?Base:All considering switching their network

161、 providerGlobal total18-2425-3435-4445-5455+Better financial package/contract43%33%38%38%45%57%Customer loyalty reward schemes e.g.,cash back schemes,sports/retailer/entertainment discounts/vouchers etc.30%32%33%30%30%27%Better customer service27%24%25%27%29%31%Discounted/free streaming bundles with

162、 other services e.g.,Disney Plus,Netflix,Hulu etc.27%34%30%27%27%20%Easy access to 5G23%26%26%24%23%19%Personalized rewards tailored to my interests20%22%21%21%19%19%More advice and reassurances on the benefits of renewing my current contract/package19%20%19%23%16%17%More commitment to environmental

163、 or social issues from the brand17%21%21%16%15%13%Knowledge that some of my money is going to good causes16%20%21%15%14%11%Pull factors that could encourage global carrier switchers to stick by ageLoyalty in Telco Report 202251Whilst most global consumers are considering sticking with their current

164、carrier,just under a fifth are considering switching.So what could encourage them to change their mind,and decide to stick with their current carrier?With the cost-of-living crisis sweeping most nations,customers could be more price-sensitive to operators price tags,and more likely to switch for a c

165、heaper offering.Consequently,remaining competitive on pricing is the top driver to encourage potential carrier-switchers to stick,with over four in ten(43%)citing better financial package/contract as the main reason they would consider staying.In addition,three in ten could be influenced by customer

166、 rewards schemes,and over a quarter(27%),could be encouraged to stick with their current carrier if discounted or free video streaming bundles were part of the package.Significantly,the same percentage(27%)highlighted better customer service as an appealing factor to encourage those considering swit

167、ching carriers,to stay.Financial incentives and reward schemes-key for retaining telco carrier customersFinancial incentivesrewardschemesretainingcustomersRUN YO U R OW N R E SE ARCHLooking at the YouGov Custom Research data by country,on balance,European consumers considering switching their telco

168、carrier are more likely to be swayed to stick with a more competitive financial package/contract,compared to their Asian counterparts with Sweden,Denmark,GB,and France scoring most highly.European countries motivated by better deals to encourage stickingLoyalty in Telco Report 202252Pull factors tha

169、t could encourage global carrier switchers to stick by countryQ.Which of the following would encourage you to stick with your current network provider?Base:All who would switch their network providerBetter financial package/contractMore commitment to environmental or social issues from the brandEasy

170、 access to 5GGlobal totalGermanyGBFranceItalyDenmarkSwedenSpainPolandUSMexicoUAEIndiaAustraliaChinaIndonesiaHong KongSingaporeCanada0%20%40%60%Loyalty in Telco Report 202253On the other hand,access to 5G to encourage potential carrier switchers to stick is a lower priority among European and US cons

171、umers.5G is most likely to encourage potential carrier switchers to stick in Mexico,India,and Indonesia.Significantly,in India and Indonesia,access to 5G outweigh the benefits of a better financial package as a driver to encourage consumers to stay with their current carrier.Countries where switcher

172、s are more likely to be attracted to stick based on their carriers commitment to environmental and social issues are India and UAE.Loyalty in Telco Report 202254We have highlighted throughout the report the role of environmental and social responsibility in influencing customers to stick,switch or u

173、pgrade their handset or network provider.When faced with choices to save money,have enhanced new features or easy access to 5G,it can be hard for the consumers to quantify the value they place on environmental and ethical considerations in their telco decision making.Smartphone manufacturers are wor

174、king hard on their sustainability credentials from recycled packaging,introducing E-Sims and phasing out chargers.The industry is working on reducing emissions with 5G networks designed to minimize energy usage.Our new YouGov data identified that almost half globally agreed they were more likely to

175、buy a cell phone brand or network service if some of the money went to environmental or social causes(46%)with a third disagreeing.The future young cell generation place higher importance on greener issues and being associated with cell brands and carriers who support environmental and social causes

176、.Cell brands and carriers alike should consider how they communicate their environmental credentials and how they are getting smart on sustainability.Green mattersS PE A K TO A R E SE ARCHE RLoyalty in Telco Report 202255Agreement with the statement I am more likely to buy from a cell phone brand or

177、 network service if some of this money went to environmental or social causes by ageQ.Do you agree or disagree with the following statement?Net agreeDont knowNet disagree18-2445-5445-5425-3435-44Global total46%56%54%48%45%35%22%21%18%21%21%26%32%24%28%30%34%39%Loyalty in Telco Report 202256SummaryAs

178、 we set out to understand loyalty in the global telco sector,we found,at first glance,what looked like a static environment,with few technological innovations on the horizon,and one in which very few consumers are actively seeking change.But delving deeper,with the size of the sector in mind,it is c

179、lear that even a small percentage points gain in their market share can signify huge revenue shifts for telco organizations.In our research among consumers in 18 international markets,we identified a series of telco loyalty segments,based on likely consumer behaviour when they next review their cell

180、 phone and operator carrier choices.This enabled us to better understand the pull factors that encourage them to stick with their current cell phone brand or carrier,and what would push them to make the change.To marketers in this sector,this data provides a solid base upon which a more granular seg

181、mentation can be based,depending on the companys objectives of retention,upgrade,or customer acquisition.The general attitude towards cell phones seems to be one of relatively passive acceptance,with most people claiming their handset does what they need it to do,and that the products in this catego

182、ry have very few differentiating features.In a highly competitive market that has experienced a slowdown in product innovation in recent years,brands can focus on retention strategies that leverage the importance of brand equity to encourage consumers to stick,and devise programmes that work on cons

183、olidating the positive brand associations that are clearly keeping their customers close to the brand.Whilst a focus on brand values and customer service is hugely important in the charge to retain customers,financial motivations seem to be a key trigger for those considering sticking with or switch

184、ing their cell handset or carrier.Even those who are planning to stick with their devices could be enticed to an upgrade by brands that actively seek to give better deals,trade-in options and contract plans on new devices.Among global consumers considering a potential mobile phone upgrade,there is a

185、 strong interest in better and new technological features,and this is the challenge for OEMs in the telco space.Although hardware innovation often takes time,companies can work on improving their operating systems and user experience to offer a real benefit to those interested in upgrading.There is

186、growing interest among global consumers on greener,and more sustainable alternatives.This aligns with the values of younger generations(the telco audience of the future)and is a trend that will surely become more important in the years to come,and one that organisations and marketers in this sector

187、can and must start working at now.In terms of handsets,this could be implemented both on the product side,by using more sustainable and recycled materials,and on extending the products life cycle by creating programmes for reusing the devices that customers trade-in when upgrading.Both these solutio

188、ns offer great opportunities for brands to communicate their sustainability values and to make good on their promise of corporate social and environmental responsibility.In terms of marketing,it is hugely important for telco organisations to target younger generations,and sustainable,environmentally

189、 conscious solutions and promotions could be key in connecting with this demographic.Cell carriers operate in a very similar environment to OEMs,with most customers planning to stick to their current provider due to familiarity with the brand and overall satisfaction with the network service.However

190、,customer service is the biggest area of opportunity for service providers,since it emerged as a key push-pull factor for both encouraging customer retention(if the service is good)and driving customers away(if the service is poor).Many brands in the telco sector enjoy high levels of customer loyalt

191、y and retention,with seemingly standardized product offerings.Although product innovation has slowed in recent years,our research provides pointers that can help brands continue to improve and build their audiences.Companies can win big by shaking up the status quo,through technological innovation o

192、r a ground-breaking approach to the way they service their customers,and they might just find that the market is waiting for it.Loyalty in Telco Report 202257The insights in this report are drawn from a YouGov Custom Research survey uncovering loyalty in telco and,specifically,understand how consume

193、rs plan to approach their next cell and carrier review and explore the main reasons that will encourage them to switch or stick,covering 18 global markets of more than 19,000 respondents.Our survey results were further bolstered by connecting respondent level data to YouGovs proprietary syndicated d

194、ata solutions,YouGov Telco Profiles,allowing us to merge our respondents and their answers to the 100,000s consumer attributes that we collect on an ongoing basis for audience segmentation and profiling.Our survey was fielded the week of 14th to 29th June 2022.The YouGov panel provides a naturally a

195、ccurate and representative view of the population.Data is adjusted using a mild weighting team using interlocking demographic characteristicsmethodology considered advanced in the market research space.For this report series the following population representation was used:RegionMarketPopulation sam

196、pled representationSample Size(n=)North AmericaUSNational representative-18 years of age+1,597CanadaNational representative-18+1,015MexicoNational(Urban focus)-18+1,011EuropeGBNational representative-18+2,004FranceNational representative-18+1,005GermanyNational representative-18+1,058SpainNational r

197、epresentative-18+1,000DenmarkNational representative-18+1,004ItalyNational representative-18+1,007PolandNational representative-18+1,006SwedenNational representative-18+1,005APACAustraliaNational representative-16+1,031ChinaNational Online-16+1,042Hong KongNational Online-18+507IndonesiaNational Onl

198、ine-18+1,031IndiaNational Online(Urban only)-18+1,030SingaporeNational representative-18+1,050MEAUAENational representative-18+1,125DataYouGov Custom ResearchYouGov Telco ProfilesLoyalty in Telco Report 202258Thank youYouGov is an international research,data and analytics group.We have been building

199、 an ever-growing source of consumer data for over 20 years,creating the richest and most complete understanding of your customers complex lives.We call it living data.Understand what 20 million+registered panel members in over 55 markets are thinking,on over a million-and growing-data points.Re-Cont

200、act and dig deeper to explore,plan,activate and track marketing activity with certainty,at speed,every time.Living Consumer Intelligence.2022 YouGov PLC.All Rights R YouGov,2022,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distributio

201、n of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for the purpo

202、se for which it is provided.We make no representations,warranties or guarantees,whether express or implied,that the information is accurate,complete or up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.