Wireless Security

ChangeWave Research: Wireless Service Provider Trends
October 2013
Wireless Service Provider Trends

Alternative Wireless Options Striking a Chord with Consumers
Andy Golub and Sayon Deb
Overview: ChangeWave’s previous Wireless survey showed new subscription options are
shaking up the industry, but what impact are these alternatives really having on consumer
choices going forward?
To find out, ChangeWave surveyed 4,102 respondents during September on factors most
important to them when choosing a wireless provider, along with consumer data plan
preferences and other wireless industry trends.
ChangeWave Research is a service of 451 Research.
New Wireless Subscription Options
Earlier this year T-Mobile introduced new subscription options, including paying for phones in
monthly installments and the ability to upgrade phones more frequently. Other wireless
providers are now offering similar choices.
The ChangeWave survey measured interest in these programs, starting with monthly
payment plans:
Many wireless providers are offering customers the option to pay for the cost of their
smart phone in monthly installments rather than a one-time upfront payment. How
likely – if at all – are you to choose this type of payment plan when purchasing your
next smart phone?
The results show strong interest in paying for new smart phones in monthly installments, with
26% saying they’re likely to choose this option (8% Very Likely; 18% Somewhat Likely).
This information is from ChangeWave Research, a service of 451 Research, LLC and contains confidential business information.
It may not be copied or distributed without permission. ©2013 451 Research, LLC. All rights reserved.
T-Mobile subscribers are most likely to take advantage of this option, with 31% saying they’re
likely to pay for their phone in monthly payments. Another 11% say they’re already doing so.
Total T-Mobile AT&T Sprint Verizon
Very Likely 8% 13% 8% 7% 6%
Somewhat Likely 18% 18% 19% 18% 18%
Already Paying for the Cost of My 3% 11% 1% 0% 1%
Phone in Monthly Installments
Frequent Upgrade Programs. The survey also looked at consumer interest in upgrading to
a new smart phone more often. A total of 11% say they’re Very Likely and 26% Somewhat
Likely to use this type of program if offered by their provider – pointing to a strong level of
interest in more frequent upgrades as well.
That said, the requirements vary by provider and each program has its own provisions – such
as monthly fees, the number of upgrades allowed, and the percentage of your current phone
that’s paid off – which can impact how many consumers ultimately participate in this option.
Top Factors When Choosing a Wireless Provider. Respondents were then asked what
they consider to be their top three factors when choosing a wireless provider, and the results
show Quality/Reliability of a Wireless Network (62%) topping the list.
Finding a Data Plan Best Suited to My Needs (44%) also received significant mention.
Interestingly, despite the strong interest in upgrading to a new phone more frequently and
paying in monthly installments, these options rank relatively low on the list.
We note that significant differences stand out at the individual provider level:
 Verizon. Quality/Reliability of Wireless Network is by far the most important factor for
Verizon subscribers (73% vs. 62% overall).
 AT&T. Buying a Specific Phone Model is much more important to AT&T subscribers (32%
vs. 22% overall).
 T-Mobile. For T-Mobile customers, No Contract Requirement is a key differentiator (54%
vs. 27% overall).
 Sprint. The ability to get a Data Plan Best Suited to Their Needs continues to be a major
factor for Sprint subscribers (59% vs. 44% overall).
2
Overall Consumer Satisfaction

Above and beyond new wireless plan options, the survey also focused on overall customer
satisfaction for the major wireless service providers.
Verizon Wireless continues to lead the industry in customer satisfaction, with 45% of Verizon
subscribers saying they’re Very Satisfied. T-Mobile remains second with a 31% Very
Satisfied rating, followed by AT&T (27%) and Sprint (25%).
While Verizon maintains a significant edge in customer satisfaction, T-Mobile has narrowed
the gap since March. Here’s a look at the ratings for these providers in ChangeWave surveys
over the past three and a half years.
Third place AT&T (27%; up 2-pts) has been steadily inching up since 2011 and has reached
its highest level in nearly four years. On the other hand, Sprint (25%) continues to trend
downward, registering its lowest Very Satisfied rating.
3
Dropped Calls. Verizon also outperforms in terms of having the lowest dropped call rate –
only 1.4% of calls were reported dropped over the past 90 days by Verizon customers. T-
Mobile (2.7%) is in second.
In a worrisome finding for Sprint, 5.0% of calls were reported dropped by their subscribers
over the past 90 days – the company’s weakest level of the past four years.
4
Customer Loyalty
One-in-ten respondents (10%) say they’re likely to switch providers in the next 90 days – 1-pt
higher than previously.
Verizon continues to have the lowest (i.e., best) churn rate, with just 7% of their customers
saying they’re likely to switch in the next 90 days. AT&T (9%) comes in second.
T-Mobile (15%), which typically shows vulnerability in ChangeWave surveys during new
Apple iPhone launches, is 4-pts weaker in terms of loyalty – although still better than a year
ago. Sprint (16%) continues to lag the other major providers.
Reasons for Switching. Cost (40%; down 2-pts) is the number one reason respondents are
planning to switch providers, followed by Poor Reception/Coverage (23%; unchanged).
Sprint (47%) and T-Mobile (35%) customers are considering switching primarily because of
Poor Reception/Coverage, with Cost a secondary issue (23% Sprint; 18% T-Mobile). But
among AT&T (41%) and Verizon (57%) subscribers likely to switch, Cost remains the top
reason.
As mentioned earlier, we asked respondents what’s most important when choosing a
wireless provider. Among likely switchers responding to this question, Getting a Data Plan
Best Suited to My Needs (50%) and No Contract Requirement (38%) are far more important
to this group compared to all respondents.
5
Future Demand Preferences

Among those that plan to switch providers in the next 90 days, Verizon (26%; unchanged)
maintains its lead over the competition in terms of which provider they’ll sign up with.
For those of you who are likely to change wireless service providers, which company
are you most likely to switch to?
After experiencing a big jump in the previous survey, T-Mobile (10%) remains in second –
although it is down 3-pts.
Another 8% say they’ll sign up with AT&T (up 2-pts) and 5% with Sprint (unchanged), while
37% are undecided as to which provider they’ll choose.
A Look at Data Plan Trends

ChangeWave surveys have been tracking the shift towards Shared Data Plans, and the latest
results show one-in-four respondents (25%; up 3-pts) now using this type of plan for their
wireless service – more than double a year ago.
Unlimited Data Plans (44%) are still the most common, although they have trended down
since the introduction of shared plans.
6
Data Plan Changes – Next 90 Days. Better than one-in-ten respondents (11%) say they
plan on making a change to their data plan (4% Very Likely; 7% Somewhat Likely).
Among likely data plan switchers, 25% say they'll sign up for a Shared Data Plan – 2-pts
lower than in June. Unlimited Data Plan options (34%) are unchanged from previously.
Satisfaction with Data Plans. In terms of customer satisfaction, 57% of Unlimited Data
Plans users say they’re Very Satisfied, compared to 29% for Shared and 19% for Tiered.
At the provider level, Sprint’s overall data plan satisfaction rating (57% Very Satisfied) leads
all other providers. T-Mobile (45%) is second, followed by Verizon (38%) and AT&T (38%).
Bottom Line. New wireless subscription alternatives are providing consumers more options
to consider when choosing a service provider. Among them, frequent upgrade programs, no
contract requirements, and paying for a phone in monthly installments have clearly struck a
chord with consumers.
ChangeWave’s previous survey showed T-Mobile benefitting the most from these new
offerings. We note that some of T-Mobile’s momentum has carried over into the current
survey – including improved customer satisfaction. The company also holds onto second
place in terms of future demand.
At the same time, Verizon continues to lead the industry in customer satisfaction, loyalty,
future demand, and setting the standard in dropped calls. On the other hand, Sprint is facing
an uphill battle in most categories – with data plan satisfaction Sprint’s one bright spot.
7
Summary of Key Findings

Strong Interest in New Dropped Call Rates Future Demand
Wireless Plan Options % of Dropped Calls Reported Preferences Among
 Monthly Payment Plan: 8%  Verizon (1.4%) Switchers
Very Likely and 18%  T-Mobile (2.7%)  Verizon (26%; unchanged)
Somewhat Likely to pay for  AT&T (3.4%)  T-Mobile (10%; down 3-pts)
new smart phone in monthly  Sprint (5.0%) remains in second place
installments  AT&T (8%; up 2-pts)
 Frequent Upgrade Program: Customer Loyalty  Sprint (5%; unchanged)
11% Very Likely to sign up,
Likelihood of Switching –  37% are still undecided as to
26% Somewhat Likely the provider they'll choose
Next 90 Days
Top Factors When  Just 7% of Verizon Data Plan Trends
subscribers say they’re likely
Choosing Provider to switch Current Data Plans Used
 Quality/Reliability (62%)  Shared Data Plan (25%) – up
 AT&T (9%)
 Offers Data Plan Best Suited 3-pts since June
 T-Mobile (15%)
to My Needs (44%)  Unlimited Data Plans (44%) still
 Sprint (16%)
Wireless Provider most used but down 4-pts
Most Important Reasons for
Satisfaction Ratings Switching Satisfaction with Data Plans
 Cost (40%) is the clear #1  Unlimited (57% Very Sat.)
% of Subscribers Very  Shared (29%)
Satisfied with their Provider reason for switching
 Poor Reception/Coverage  Tiered (19%)
 Verizon (45%)
(23%)
 T-Mobile (31%)
 AT&T (27%)  To Get a Better Data Plan
(10%)
 Sprint (25%) – their weakest
rating in ChangeWave survey
The ChangeWave Research Network is a group of 25,000 highly qualified business, technology, and medical professionals in leading
companies of select industries—credentialed professionals who spend their everyday lives working on the frontline of technological change.
ChangeWave surveys its Alliance members on a range of business and investment research and intelligence topics, collects feedback from
them electronically, and converts the information into proprietary quantitative and qualitative reports.
8
Table of Contents
Summary of Key Findings ............................................................................................ 8
Interest in New Wireless Subscription Options ......................................................... 10
Top Factors When Choosing a Wireless Provider .................................................... 12
Overall Consumer Satisfaction ................................................................................. 14
Customer Loyalty ...................................................................................................... 17
Future Demand Preferences Among Switchers........................................................ 21
A Look at Data Plan Trends...................................................................................... 23
Prepaid Phones ........................................................................................................ 26
iPhone 5: Satisfaction and Dropped Calls ................................................................ 28
ChangeWave Research Methodology ........................................................................ 29
About ChangeWave Research.................................................................................... 29
About 451 Research .................................................................................................... 29
9
The Findings
Introduction: ChangeWave’s previous Wireless survey showed new subscription options are
shaking up the industry, but what impact are these alternatives really having on consumer
choices going forward?
To find out, ChangeWave surveyed 4,102 respondents during September on factors most
important to them when choosing a wireless provider, along with consumer data plan
preferences and other wireless industry trends. ChangeWave Research is a service of 451
Research.
New Wireless Subscription Options

Earlier this year T-Mobile introduced new subscription options, including paying for phones in
monthly installments and the ability to upgrade phones more frequently. Other wireless
providers are now offering similar choices.
The ChangeWave survey measured interest in these programs, starting with monthly
payment plans:
Many wireless providers are offering customers the option to pay for the cost of their
smart phone in monthly installments rather than a one-time upfront payment. How
likely – if at all – are you to choose this type of payment plan when purchasing your
next smart phone?
The results show strong interest in paying for new smart phones in monthly installments, with
26% saying they’re likely to choose this option (8% Very Likely; 18% Somewhat Likely).
Current
Survey
Sep ‘13
Very Likely 8%
Somewhat Likely 18%
Unlikely 60%
Already Paying for the Cost of My 3%
Don’t Know /NA 12%
10
T-Mobile subscribers are most likely to take advantage of this option, with 31% saying they’re
likely to pay for their phone in monthly payments. Another 11% say they’re already doing so.

Very Likely 8% 13% 8% 7% 6%
Unlikely 60% 48% 62% 64% 62%
Already Paying for the Cost of My 3% 11% 1% 0% 1%
Don’t Know / NA 12% 10% 11% 12% 12%
Frequent Upgrade Programs. The survey also looked at consumer interest in upgrading to
a new smart phone more often. A total of 11% say they’re Very Likely and 26% Somewhat
Likely to use this type of program if offered by their provider – pointing to a strong level of
interest in more frequent upgrades as well.
That said, the requirements vary by provider and each program has its own provisions – such
as monthly fees, the number of upgrades allowed, and the percentage of your current phone
that’s paid off – which can impact how many consumers ultimately participate in this option.
Several wireless providers now offer upgrade programs that allow customers to buy a
new smart phone more frequently without paying a penalty. The requirements vary by
provider, but each program has certain provisions (e.g., monthly fees, # of upgrades
allowed, percentage of current phone paid off, etc.).
If a more frequent upgrade program were offered by your wireless provider, how likely
would you be to sign up for it?
Current
Survey
Sep ‘13
Very Likely 11%
Somewhat Likely 26%
Unlikely 47%
Already Signed Up for My 1%
Provider’s Upgrade Program
Don’t Know / NA 14%
We note there is more demand for this offering among Sprint, Verizon and AT&T subscribers.
Total Verizon AT&T Sprint T-Mobile

Very Likely 11% 12% 13% 12% 7%
Unlikely 47% 44% 45% 43% 58%
Already Signed Up for My 1% 1% 1% 2% 6%
Provider’s Upgrade Program
Don’t Know / NA 14% 12% 14% 10% 11%
11
Top Factors When Choosing a Wireless Provider. Respondents were then asked what
they consider to be their top three factors when choosing a wireless provider, and the results
show Quality/Reliability of a Wireless Network (62%) topping the list.
Finding a Data Plan Best Suited to My Needs (44%) also received significant mention.
When choosing a wireless service provider, which of the following factors are most
important to you? (Choose No More Than Three)
Current Previous
Survey Survey
Sep ‘13 Jun ‘13
Quality/reliability of wireless network 62% 60%
Offers data plan best suited to my needs 44% 44%
No contract requirement 27% 24%
Good customer service 27% 27%
Low upfront cost of phone 23% 25%
Offers the specific phone model I want to buy 22% 26%
Supports my current phone (no new phone purchase required) 11% 13%
Ability to upgrade to a new phone more frequently 8% NA
Reputation 5% 6%
Offers ability to bundle with other services (e.g., TV, Internet) 4% 4%
Option to pay for phone in monthly installments 1% 2%
Other 7% 10%
Interestingly, despite the strong interest in upgrading to a new phone more frequently and
paying in monthly installments, these options rank relatively low on the list.
12
We note that significant differences stand out at the individual provider level:
 Verizon. Quality/Reliability of Wireless Network is by far the most important factor for
Verizon subscribers (73% vs. 62% overall).
 AT&T. Buying a Specific Phone Model is much more important to AT&T subscribers (32%
vs. 22% overall).
 T-Mobile. For T-Mobile customers, No Contract Requirement is a key differentiator (54%
vs. 27% overall).
 Sprint. The ability to get a Data Plan Best Suited to Their Needs continues to be a major
factor for Sprint subscribers (59% vs. 44% overall).
Verizon AT&T
T-Mobile Sprint
13
Breakdown by Wireless Provider
Total Verizon AT&T T-Mobile Sprint
Quality/reliability of wireless network 62% 73% 60% 54% 60%
Offers data plan best suited to my 44% 44% 49% 45% 59%
needs
No contract requirement 27% 16% 19% 54% 22%
Good customer service 27% 30% 23% 24% 31%
Low upfront cost of phone 23% 23% 22% 27% 23%
Offers the specific phone model I 22% 22% 32% 17% 18%
want to buy
Supports my current phone (no new 11% 9% 14% 11% 7%
phone purchase required)
Ability to upgrade to a new phone 8% 8% 10% 6% 9%
more frequently
Reputation 5% 7% 4% 3% 5%
Offers ability to bundle with other 4% 5% 4% 2% 2%
services (e.g., TV, Internet)
Option to pay for phone in monthly 1% 1% 1% 4% 0%
installments
Other 7% 5% 6% 10% 8%
Overall Consumer Satisfaction

Above and beyond new wireless plan options, the survey also focused on overall customer
satisfaction for the major wireless service providers.
Verizon Wireless continues to lead the industry in customer satisfaction, with 45% of Verizon
subscribers saying they’re Very Satisfied. T-Mobile remains second with a 31% Very
Satisfied rating, followed by AT&T (27%) and Sprint (25%).
14
How satisfied are you with your current wireless service provider?
Total Verizon T-Mobile AT&T Sprint
Very Satisfied 34% 45% 31% 27% 25%

Somewhat Satisfied 52% 46% 52% 57% 50%
Somewhat Unsatisfied 10% 6% 14% 13% 17%
Very Unsatisfied 3% 2% 2% 3% 7%
While Verizon maintains a significant edge in customer satisfaction, T-Mobile has narrowed
the gap since March. Here’s a look at the ratings for these providers in ChangeWave surveys
over the past three and a half years.
Third place AT&T (27%; up 2-pts) has been steadily inching up since 2011 and has reached
its highest level in nearly four years. On the other hand, Sprint (25%) continues to trend
downward, registering its lowest Very Satisfied rating.
15
Dropped Calls. Verizon also outperforms in terms of having the lowest dropped call rate –
only 1.4% of calls were reported dropped over the past 90 days by Verizon customers. T-
Mobile (2.7%) is in second.
In a worrisome finding for Sprint, 5.0% of calls were reported dropped by their subscribers
over the past 90 days – the company’s weakest level of the past four years.
Here’s a look at Verizon and T-Mobile dropped call ratings over the same time period.
16
Over the past 90 days, how frequently have you experienced a "dropped call" on your
cell phone?
Current Previous Previous Previous Previous

Survey Survey Survey Survey Survey
Sep ‘13 Jun ‘13 Mar ‘13 Dec ‘12 Sep ‘12
Total 2.2% 2.3% 2.1% 2.4% 2.5%
Verizon 1.4% 1.5% 1.6% 1.8% 1.6%

T-Mobile 2.7% 2.7% 3.0% 2.7% 3.4%
AT&T 3.4% 2.9% 3.6% 4.0% 4.1%
Sprint 5.0% 4.5% 2.7% 3.2% 3.2%
Customer Loyalty
One-in-ten respondents (10%) say they’re likely to switch providers in the next 90 days – 1-pt
higher than previously.
How likely is it that you will change wireless service providers within the next 90 days?

Very Likely 3% 2% 2% 2% 3%
Unlikely 86% 87% 87% 88% 85%
Don't Know/NA 4% 4% 4% 4% 4%
17
Verizon continues to have the lowest (i.e., best) churn rate, with just 7% of their customers
saying they’re likely to switch in the next 90 days. AT&T (9%) comes in second.
T-Mobile (15%), which typically shows vulnerability in ChangeWave surveys during new
Apple iPhone launches, is 4-pts weaker in terms of loyalty – although still better than a year
ago. Sprint (16%) continues to lag the other major providers.
Here are the results for Verizon and AT&T:
18
Current Survey (September 2013) - Breakdown of Respondents by Provider
Very Likely 3% 2% 2% 6% 5%
Unlikely 86% 90% 86% 80% 79%
Previous Survey (June 2013) - Breakdown of Respondents by Provider

Very Likely 2% 1% 2% 4% 5%
Unlikely 87% 91% 86% 85% 78%
Reasons for Switching. Cost (40%; down 2-pts) is the number one reason respondents are
planning to switch providers, followed by Poor Reception/Coverage (23%; unchanged).
What's the most important reason why you're likely to change wireless service
providers?
Cost 40% 42% 39% 33% 31%
Poor Reception/Coverage 23% 23% 24% 26% 25%
To Get a Better Data Plan 10% 11% 11% 12% 10%
Dropped Calls 5% 8% 9% 6% 11%
Moving to a Better 4G Network 7% 7% 6% 8% 9%
To Buy a Phone Not Available on My 2% 2% 4% 4% 6%
Current Wireless Provider
Prefer 'No Contract' Option 4% NA NA NA NA
Other/NA 8% 9% 8% 10% 8%
19
Sprint (47%) and T-Mobile (35%) customers are considering switching primarily because of
Poor Reception/Coverage, with Cost a secondary issue (23% Sprint; 18% T-Mobile).
But among AT&T (41%) and Verizon (57%) subscribers likely to switch, Cost remains the top
reason.
Sprint T-Mobile
AT&T Verizon

Cost 40% 18% 41% 23% 57%
Dropped Calls 23% 10% 6% 2% 3%
Poor Reception/Coverage 10% 35% 23% 47% 5%
Moving to a Better 4G Network 5% 10% 9% 9% 3%
To Get a Better Data Plan 7% 10% 10% 5% 15%
To Buy a Phone Not Available on My 2% 10% 0% 0% 1%
Current Wireless Provider
Prefer 'No Contract' Option 4% 2% 5% 2% 5%
Other/NA 8% 5% 6% 12% 9%
20
As mentioned earlier, we asked respondents what’s most important when choosing a
wireless provider. Among likely switchers responding to this question, Getting a Data Plan
Best Suited to My Needs (50%) and No Contract Requirement (38%) are far more important
to this group compared to all respondents.
When choosing a wireless service provider, which of the following factors are most
important to you? (Choose No More Than Three)
Respondents
Likely to
All
Switch
Respondents
Providers –
Next 90 Days
Quality/reliability of wireless network 62% 59%
Offers data plan best suited to my needs 44% 50%
No contract requirement 27% 38%
Good customer service 27% 23%
Low upfront cost of phone 23% 23%
Offers the specific phone model I want to buy 22% 21%
Supports my current phone (no new phone 11% 9%
purchase required)
Ability to upgrade to a new phone more 8% 8%
frequently
Other 7% 8%
Reputation 5% 3%
Offers ability to bundle with other services 4% 5%
(e.g., TV, Internet)
Option to pay for phone in monthly installments 1% 2%
Future Demand Preferences

Among those that plan to switch providers in the next 90 days, Verizon (26%; unchanged)
maintains its lead over the competition in terms of which provider they’ll sign up with.
For those of you who are likely to change wireless service providers, which company
are you most likely to switch to?
21
After experiencing a big jump in the previous survey, T-Mobile (10%) remains in second –
although it is down 3-pts.
Another 8% say they’ll sign up with AT&T (up 2-pts) and 5% with Sprint (unchanged), while
37% are undecided as to which provider they’ll choose.
Current Previous Previous Previous

Survey Survey Survey Survey
Sep ‘13 Jun ‘13 Mar ‘13 Dec ‘12
Verizon Wireless 26% 26% 24% 28%
Sprint 5% 5% 8% 7%
T-Mobile 10% 13% 7% 6%
AT&T 8% 6% 5% 8%
Don't Know/NA 37% 34% 34% 32%
Other 8% 16% 22% 20%
22
A Look at Data Plan Trends

ChangeWave surveys have been tracking the shift towards Shared Data Plans, and the latest
results show one-in-four respondents (25%; up 3-pts) now using this type of plan for their
wireless service – more than double a year ago.
Unlimited Data Plans (44%) are still the most common, although they have trended down
since the introduction of shared plans.
Which of the following best describes the type of data plan you currently have for your
smart phone?

Unlimited Data Plan - Single Phone 22% 24% 25% 28% 27%
Unlimited Data Plan - Multiple 22% 24% 24% 25% 26%
Phones (each with Unlimited Data)
Tiered Pricing Data Plan - Single 12% 13% 13% 14% 13%
Phone
Tiered Pricing Data Plan - Multiple 10% 10% 10% 11% 16%
Phones (each with a Separate Pool
of Data)
Shared Data Plan - Multiple Phones 25% 22% 20% 16% 10%
(all Sharing the Same Pool of Data)
Pre-Paid Data Plan 5% 4% 4% 3% NA
Pay Per MB Used 1% 1% 2% 2% NA
Other 2% 1% 1% 2% 3%
23
Data Plan Changes – Next 90 Days. Better than one-in-ten respondents (11%) say they
plan on making a change to their data plan (4% Very Likely; 7% Somewhat Likely).
How likely are you to change the type of data plan you have over the next 90 days?

Sep ‘13 Jun ‘13 Mar ‘13 Dec ‘12
Very Likely 4% 4% 4% 3%
Somewhat Likely 7% 8% 9% 9%
Unlikely 83% 83% 82% 83%
Don’t Know 4% 4% 4% 4%
Not Applicable 1% 1% 1% 1%
Sprint subscribers are least likely to change their data plans (6%).
Sprint AT&T T- Mobile Verizon

Very Likely 2% 3% 4% 4%
Somewhat Likely 4% 8% 8% 8%
Unlikely 88% 83% 81% 83%
Don’t Know 4% 4% 3% 4%
Not Applicable 2% 1% 1% 1%
Among likely data plan switchers, 25% say they'll sign up for a Shared Data Plan – 2-pts
lower than in June. Unlimited Data Plan options (34%) are unchanged from previously.
24
Which type of data plan will you most likely switch to?
Sep ‘13 Jun ‘13 Mar ‘13 Dec ‘12
Shared Data Plan - Multiple Phones 25% 27% 28% 24%
(all Sharing the Same Pool of Data)
Unlimited Data Plan - Multiple 22% 21% 20% 24%
Phones (each with Unlimited Data)
Unlimited Data Plan - Single Phone 12% 13% 13% 16%
Tiered Pricing Data Plan - Single 11% 9% 7% 7%
Phone
Tiered Pricing Data Plan - Multiple 7% 9% 5% 8%
Phones (each with a Separate Pool
of Data)
Pre-Paid Data Plan 4% 3% 5% 5%
Pay Per MB Used 2% 2% 3% 2%
Don’t Know 14% 12% 15% 13%
Other 1% 3% 3% 2%
Satisfaction with Data Plans. In terms of customer satisfaction, 57% of Unlimited Data
Plans users say they’re Very Satisfied, compared to 29% for Shared and 19% for Tiered.
How satisfied are you with your current data plan?
Current Survey (Sep ’13)

Unlimited Shared Tiered
Total
Data Plan Data Plan Data Plan
Very Satisfied 40% 57% 29% 19%
Somewhat Satisfied 42% 34% 51% 51%
Somewhat Unsatisfied 12% 5% 14% 22%
Very Unsatisfied 3% 1% 4% 6%
Don't Know/NA 1% 1% 1% 0%
25
At the provider level, Sprint’s overall data plan satisfaction rating (57% Very Satisfied) leads
all other providers. T-Mobile (45%) is second, followed by Verizon (38%) and AT&T (38%).
Current Survey (Sep ’13) – By Current Service Provider

Total Sprint T-Mobile Verizon AT&T
Very Satisfied 40% 57% 45% 38% 38%
Don't Know/NA 1% 1% 3% 1% 2%
Prepaid Phones
Satisfaction with Prepaid Phones. The survey also looked at satisfaction levels with
Prepaid or 'Pay-as-you-go' phones – which allow consumers to buy voice and data service on
an as-needed basis, without a long-term wireless contract.
T-Mobile’s prepaid service leads (48% Very Satisfied), followed by Tracfone (34%).
How satisfied are you with your prepaid phone?
Verizon Virgin
T-Mobile Tracfone AT&T
Wireless Mobile
Very Satisfied 48% 34% 29% 29% 28%
Don't Know 0% 3% 3% 0% 5%
Not Applicable 0% 0% 3% 2% 1%
26
We also asked respondents using a prepaid phone why they use one rather than a phone
with a traditional 2-year contract. Lower Cost of Service (41%) was by far the top reason,
followed by Limited Use of Phone (22%) and No Contract Requirement (12%).
What's the primary reason why you (or someone in your household) use a prepaid
phone rather than a phone with a traditional 2-year contract?
Current
Survey
Sep ‘13
Lower Cost of Service 41%
Limited Use 22%
No Contract Requirement 12%
Designated for Emergencies 7%
Used for Travel/International Calling 6%
Other 12%
Sample of Open-Ended Responses:

(a) Cost of Service (41%)
 BHJ96746 writes, “Cost of Service”
 ROB05137 writes, “Cheaper for me & more than adequate for my purposes”
 E2N32149 writes, “Lower monthly cost”
 JHA1057 writes, “Better cost control”
 DEA6008 writes, “Very cost effective”
 BLU92961 writes, “It's economical, without a huge sacrifice in usability.”
 GRE60597 writes, “Overall savings after 1 year or more of having the phone.”
 EWW90907 writes, “Less expensive, Use own phone, Upgrade phone anytime.”
(b) Limited Use (22%)

 ADV04475 writes, "Don't use the phone very much."
 LOO14523 writes, "The prepaid phone meets my limited calling needs."
 BRK54794 writes, "We have minimal use/need for these devices, so we wanted the least
expensive service with enough of the features we thought would be useful
 SMC21301 writes, "Don't want to commit, due to very little use of it"
(c) No Contract Requirement (12%)

 LDA94470 writes, "No contract = Flexibility"
 jim90167 writes, "I don't want to get locked into a contract, since terms are changing so
rapidly."
(d) Designated for Emergencies (7%)

 Bra88837 writes, "Used only infrequently for urgent situations."
 MBL19875 writes, "Very limited need for a cell phone (i.e. safety or emergency only)."
(e) Used for Travel/International Calling (6%)

 FRE0896 writes, "Seasonal use, only when I travel to Florida"
 RIT02666 writes, "It's a prepaid SIM card for iPhone 5 used for calling while in Mexico."
27
iPhone 5: Satisfaction and Dropped Calls

iPhone 5 Customer Satisfaction – By Provider. AT&T iPhone 5 owners (77% Very
Satisfied) edge out the satisfaction ratings for Verizon iPhone 5 owners (75%) and Sprint
iPhone 5 owners (73%).
AT&T Verizon Sprint

iPhone 5 iPhone 5 iPhone 5
Owners Owners Owners
Very Satisfied 77% 75% 73%
Somewhat Satisfied 21% 23% 13%
Somewhat Unsatisfied 1% 1% 13%
Very Unsatisfied 0% 0% 0%
iPhone 5 Dropped Call Rates. Verizon iPhone 5 users report the lowest dropped call rates
(1.4% of calls dropped over past 90 days) compared to 3.8% for AT&T and 4.6% for Sprint.
28
ChangeWave Research Methodology

This report presents the findings of a recent ChangeWave Research survey on wireless service
providers. The survey was conducted September 19-30, 2013, and a total of 4,102 respondents
participated.
ChangeWave's proprietary research and business intelligence gathering system is based upon the
systematic gathering of valuable business and investment information directly over the Internet from
accredited members of its research network.
The business and investment intelligence provided by ChangeWave provides a real-time view of
companies, technologies, and consumer and business trends in key market sectors, along with an in-
depth perspective of the macro economy – well in advance of other available sources.
About ChangeWave Research

ChangeWave Research, a service of 451 Research, is a survey research firm that identifies and
quantifies change in corporate buying & business trends, telecom trends, and consumer spending &
electronics trends.
The ChangeWave Research Network is a group of 25,000 highly qualified business, technology, and
medical professionals – as well as early adopter consumers – who work in leading companies of
select industries. ChangeWave surveys its Network members weekly on a range of business and
consumer topics, and converts the information into a series of proprietary quantitative and qualitative
reports.
ChangeWave delivers its products and services on the Web at www.ChangeWaveResearch.com.
ChangeWave Research does not make any warranties, express or implied, as to results to be
obtained from using the information in this report. Investors should obtain individual financial
advice based on their own particular circumstances before making any investment decisions
based upon information in this report.
About 451 Research

451 Research, a division of leading global analyst and data company The 451 Group, is focused on
the business of enterprise IT innovation. Clients of 451 Research – at end-user, service-provider,
vendor, and investor organizations – rely on 451 Research’s insight through a range of syndicated
research and advisory services to support both strategic and tactical decision-making. For additional
information on 451 Research, go to: 451research.com.
For More Information:

ChangeWave Research Telephone: 301-250-2363
7101 Wisconsin Ave. Fax: 240-200-3988
Suite 1301 www.ChangeWaveResearch.com
Bethesda, MD 20814 inquiries@changewave.com
29

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ChangeWave Research: Wireless Service Provider Trends

Wireless Service Provider Trends

ChangeWave Research is a service of 451 Research.

New Wireless Subscription Options

Overall Consumer Satisfaction

Future Demand Preferences

A Look at Data Plan Trends

Summary of Key Findings

Summary of Key Findings ............................................................................................ 8

Interest in New Wireless Subscription Options ......................................................... 10

Top Factors When Choosing a Wireless Provider .................................................... 12

Overall Consumer Satisfaction ................................................................................. 14

Customer Loyalty ...................................................................................................... 17

Future Demand Preferences Among Switchers........................................................ 21

A Look at Data Plan Trends...................................................................................... 23

Prepaid Phones ........................................................................................................ 26

iPhone 5: Satisfaction and Dropped Calls ................................................................ 28

ChangeWave Research Methodology ........................................................................ 29

About ChangeWave Research.................................................................................... 29

About 451 Research .................................................................................................... 29

New Wireless Subscription Options

Total T-Mobile AT&T Sprint Verizon

Total Verizon AT&T Sprint T-Mobile

Overall Consumer Satisfaction

Total Verizon T-Mobile AT&T Sprint

Very Satisfied 34% 45% 31% 27% 25%

Current Previous Previous Previous Previous

Verizon 1.4% 1.5% 1.6% 1.8% 1.6%

Current Previous Previous Previous Previous

Here are the results for Verizon and AT&T:

Previous Survey (June 2013) - Breakdown of Respondents by Provider

Total T-Mobile AT&T Sprint Verizon

Future Demand Preferences

Current Previous Previous Previous

A Look at Data Plan Trends

Current Previous Previous Previous Previous

Current Previous Previous Previous

Sprint AT&T T- Mobile Verizon

Current Survey (Sep ’13)

Current Survey (Sep ’13) – By Current Service Provider

How satisfied are you with your prepaid phone?

Sample of Open-Ended Responses:

(b) Limited Use (22%)

(c) No Contract Requirement (12%)

(d) Designated for Emergencies (7%)

(e) Used for Travel/International Calling (6%)

iPhone 5: Satisfaction and Dropped Calls

AT&T Verizon Sprint

ChangeWave Research Methodology

About ChangeWave Research

ChangeWave delivers its products and services on the Web at www.ChangeWaveResearch.com.

About 451 Research

For More Information:

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