• Survey reveals cost is the dominant factor in mobile provider selection, with 85% of respondents citing it as key consideration and 46% ranking lower prices as their primary reason to switch providers
• Three-quarters of consumers would switch carriers for customizable plans and experiences, with nearly 60% comfortable buying mobile services from retailers and financial institutions they regularly use
• Half of consumers willing to share anonymized, secure mobile data in exchange for personalized benefits, while 65% want enhanced family plan features including content controls

OXIO Survey: 90% of U.S. Consumers Open to Leaving Traditional Mobile Carriers as Price Sensitivity and Demand for Personalized Services Surge

Treble
Will Kruisbrink
oxio@treblepr.com

OXIO, a leading Telecom-as-a-Service (TaaS) platform, today released its 2025 Mobile Consumer Survey, providing thought-provoking insights into evolving consumer preferences in the telecommunications industry. The comprehensive study, which surveyed over 1,000 U.S. consumers with decision-making authority over their wireless plans, reveals a dramatic shift in how consumers want to access, customize and experience mobile connectivity.

The survey explores consumer attitudes toward traditional carriers, price sensitivity, personalization preferences, data privacy and emerging trends in embedded connectivity through non-traditional telecom providers such as retailers and financial institutions.

Of all consumers surveyed, 90.54% would consider switching to mobile virtual network operators (MVNOs), with 39.21% definitively willing to leave major carriers. This openness to alternative providers exists despite only 58.58% being aware that MVNOs operate on major carriers' networks, suggesting significant growth potential as awareness around compelling alternatives increases.

“Our research exposes a significant gap between what U.S. consumers want from their mobile services and what traditional carriers currently offer. While connectivity itself remains essential, consumers are increasingly drawn to new possibilities in how these services could be delivered and experienced,” said Nicolas Girard, founder and CEO at OXIO. “When 75% of consumers say they'd switch providers for a more tailored experience, and half are willing to share secure, anonymized data for better offers, they're telling us something crucial: the future of telecom is about delivering personalized services that align with consumers’ lifestyles and preferences.”

Price Sensitivity Drives Market Evolution

Cost remains the dominant factor in mobile provider selection, with 85.02% of respondents citing it as a key consideration. The survey reveals that 46.40% rank a lower-priced plan as their primary reason to switch providers, while 33.40% prioritize better network coverage as a close second.

Personalization and Control Take Center Stage

The demand for customizable services is clear, with 74.80% of consumers open to switching providers for a more tailored experience that could save them money. When asked about fully customizable plans based on individual usage patterns:

• 32.31% were "very likely" to switch to such a provider
• 42.49% were "somewhat likely" to switch
• 19.86% remained neutral
• Only 5.34% were unlikely to switch

Data Privacy Emerges as New Currency

The survey reveals sophisticated consumer attitudes toward data sharing, with 50.84% willing to share secure, anonymized mobile activity data in exchange for benefits like lower-cost plans and personalized discounts. Another 23.63% would consider such an exchange, suggesting nearly three-quarters of consumers view their data as a potential asset to unlock savings.

Retail and Financial Services Lead Mobile Evolution

Traditional carrier dominance faces potential opposition as consumers show strong interest in alternative service providers:

• 49.66% would consider purchasing mobile services from retail brands
• 38.72% express interest in offerings from financial institutions
• 48.82% would like cost-effective international roaming as an add-on to travel service providers
• 59.98% would feel comfortable bundling mobile services with subscription services they regularly interact with

Family Plans Show Untapped Potential

The survey reveals a strong demand for family-oriented plans offering advanced features and controls, reflecting growing concerns among parents and caregivers about ensuring safe and child-friendly connectivity:

• 65.12% of respondents expressed interest in family mobile plans with built-in internet and app safeguards
• 32.81% were "very interested" in such features
• 32.31% were "somewhat interested"

For the complete report and methodology, visit go.oxio.com.

About the Survey

The survey data was collected by a well-known and regarded survey vendor during October 2024. Participants included over 1,000 U.S. consumers with decision-making authority over their wireless plans. All participants provided informed consent and were selected to ensure a representative sample of mobile consumers across demographics and regions.

About OXIO

OXIO is building the global network of the future as the first Telecom-as-a-Service (TaaS) platform. Our technology-first approach to telecom unlocks innovation and possibility while delivering actionable insights for customer-obsessed companies competing in a data-driven world. OXIO is headquartered in New York and has offices in Mexico City and Montreal. For more information, visit oxio.com. To learn more about current openings, visit oxio.com/careers/.

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