Churn reaction: what's happened to mobile switching?
This report is available to those subscribed to the Digital Consumer module.
A rare positive for mobile operators during the pandemic has been a decrease in the level of customer switching (churn) following the closure of retail outlets. In most countries, retail shutdowns took effect in the first wave of lockdowns during March-May 2020 and continued on and off through to the first half of 2021. However, was the churn reduction pandemic-induced? And is churn likely to continue coming down?
In short, churn was already on a structural downward trend and could fall further - though a shift back upwards is likely once economic conditions stabilise. This provides a short timeframe to prepare for a new consumer marketplace competing on green credentials, shrewd content bundling and the metaverse.
Related research
MVNOs in Focus: the state of the market and trends shaping growth
The number of MVNOs worldwide has grown by more than 60% over the past decade. This report looks at the shape of the MVNO market today and the next phase of growth.
The Mobile Economy Africa 2025
Mobile connectivity is a cornerstone for building modern, inclusive and sustainable digital economies in Africa. It also enables transformative technologies such as AI to be integrated into the daily activities of individuals and businesses. Additionally, the mobile ecosystem has become a critical driver of economic growth, helping countries navigate structural challenges such as infrastructure gaps, energy constraints, affordability pressures and shifting demographics.
Mobile Data Deck, Q3 2025
The GSMA Intelligence Mobile Data Deck offers a fast track to all the essential data you need to know, with key mobile metrics in one easy-to-use deck of charts. The forecasts to 2030 include connections by region and technology generation, smartphone connections and adoption, and mobile operator revenue.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
MVNOs in Focus: the state of the market and trends shaping growth
The number of MVNOs worldwide has grown by more than 60% over the past decade. This report looks at the shape of the MVNO market today and the next phase of growth.
The Mobile Economy Africa 2025
Mobile connectivity is a cornerstone for building modern, inclusive and sustainable digital economies in Africa. It also enables transformative technologies such as AI to be integrated into the daily activities of individuals and businesses. Additionally, the mobile ecosystem has become a critical driver of economic growth, helping countries navigate structural challenges such as infrastructure gaps, energy constraints, affordability pressures and shifting demographics.
Mobile Data Deck, Q3 2025
The GSMA Intelligence Mobile Data Deck offers a fast track to all the essential data you need to know, with key mobile metrics in one easy-to-use deck of charts. The forecasts to 2030 include connections by region and technology generation, smartphone connections and adoption, and mobile operator revenue.
- 200 reports a year
- 50 million data points
- Over 350 metrics