J.D. Power: Wireless Purchases Through Apps Increase, Leading to Increase of Value and Affordability Perceptions

By Business Wire On Feb 16, 2024

T-Mobile, Metro by T-Mobile and Consumer Cellular Rank Highest in Respective Segments

Wireless customers that utilize their provider’s app to complete retail purchases are more satisfied with their experience than those who use other channels, according to the J.D. Power 2024 U.S. Wireless Retail Experience Study^SM—Volume 1, released. Additionally, app users also perceive their plans as more affordable than other channels as apps provide a visual representation of customer costs, leading to improved cost satisfaction and value perceptions.

“As the MNOs compete by using increased incentives and promotions, customers are benefitting, as the average industry monthly price decreased to $141 per month from $156 in 2023. Giving customers an easy and accessible retail experience by way of the app in addition to lower prices is a winning combination.”

“Specifically with the mobile network operators, the combination of a seamless and easy purchase experience using an app combined with lower reported costs has led to high retail satisfaction,” said Carl Lepper, senior director of technology, media and telecom at J.D. Power. “As the MNOs compete by using increased incentives and promotions, customers are benefitting, as the average industry monthly price decreased to $141 per month from $156 in 2023. Giving customers an easy and accessible retail experience by way of the app in addition to lower prices is a winning combination.”

Study Rankings

T-Mobile ranks highest among mobile network operators for a 13^th consecutive volume, with a score of 836. AT&T ranks second with a score of 824.

Metro by T-Mobile ranks highest among full-service mobile virtual network operators with a score of 858. Spectrum Mobile (857) ranks second, followed by Cricket (850).

Consumer Cellular ranks highest among value mobile virtual network operators for a second consecutive volume, with a score of 880. Mint Mobile (856) ranks second and Visible by Verizon (843) ranks third.

[To share your insights with us as part of editorial or sponsored content, please write to sghosh@martechseries.com]