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 (on average across 12 major markets analysed). 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. 

Insights from the survey indicate that 25–34 year-olds are the highest risk group in terms of churn, and that prioritising network quality and promoting bundling are among the strongest options available to operators to improve retention across all age groups.