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
The Mobile Economy Asia Pacific 2025
Mobile connectivity supports efforts to develop modern, inclusive and sustainable digital nations in Asia Pacific, facilitating the increasing integration of transformative technologies such as AI into daily activities for individuals and businesses. In 2024, the mobile sector accounted for 5.6% of GDP in Asia Pacific, contributing $950 billion in value. This is expected to rise to $1.4 trillion by 2030, equivalent to 6.6% of GDP, as the impacts of 5G technology become more widespread across local economies. To fully unlock this potential, fostering digital trust and ensuring the sustainability of the industry have become key priorities for stakeholders across the region's digital ecosystem. This means driving 5G monetisation, addressing the scam economy and mitigating cybersecurity threats, alongside bridging investment gaps, balancing innovation with regulations and implementing effective spectrum policies.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.
MWC Shanghai 2025: a window into the future?
MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.
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
The Mobile Economy Asia Pacific 2025
Mobile connectivity supports efforts to develop modern, inclusive and sustainable digital nations in Asia Pacific, facilitating the increasing integration of transformative technologies such as AI into daily activities for individuals and businesses. In 2024, the mobile sector accounted for 5.6% of GDP in Asia Pacific, contributing $950 billion in value. This is expected to rise to $1.4 trillion by 2030, equivalent to 6.6% of GDP, as the impacts of 5G technology become more widespread across local economies. To fully unlock this potential, fostering digital trust and ensuring the sustainability of the industry have become key priorities for stakeholders across the region's digital ecosystem. This means driving 5G monetisation, addressing the scam economy and mitigating cybersecurity threats, alongside bridging investment gaps, balancing innovation with regulations and implementing effective spectrum policies.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.
MWC Shanghai 2025: a window into the future?
MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.
- 200 reports a year
- 50 million data points
- Over 350 metrics