Wireless Customers More Price Driven; Overall Satisfaction with Purchase Experience Increases, J.D. Power Finds

T-Mobile, Cricket and Mint Mobile Rank Highest in Respective Segments

Wireless purchase experience satisfaction is up across all channels, most notably with cost and promotions, according to the J.D. Power 2023 U.S. Wireless Purchase Experience Studies℠—Volume 1, released today. Overall satisfaction is 780 (on a 1,000-point scale), up from 769 in the previous volume. Satisfaction for cost and promotions is up 13 points from the previous volume (733) with the average monthly price being $157.

“It is no secret that pricing is important to customers, but when more than half of wireless customers indicate they ended service with previous carrier due to price, we see that clear, value-priced offerings are well regarded,” said Ian Greenblatt, managing director at J.D. Power. “Companies like Mint Mobile, a new brand in an established industry, have pushed to the top of the rankings with creative price-driven marketing. They are not just pulling in new customers from their competitors but are also keeping them satisfied by focusing on transparent and reduced pricing.”

Study Rankings

T-Mobile ranks highest among mobile network operators with a score of 803 for the 11^th consecutive volume.

Cricket ranks highest among mobile virtual network operators with a score of 821 for the third consecutive volume. Metro by T-Mobile (818) ranks second.

Mint Mobile ranks highest among value mobile virtual network operators in its inaugural year of eligibility with a score of 862. Consumer Cellular (857) ranks second.

See the rank charts for each segment at http://www.jdpower.com/pr-id/2023013.

The 2023 U.S. Wireless Purchase Experience Mobile Network Operator Performance Study—Volume 1 and the U.S. Wireless Purchase Experience Mobile Virtual Network Operator Performance Study—Volume 1 are based on responses from 14,519 customers who use any one of four purchase channels and evaluate the wireless purchase experience taking place via: phone calls; visits to a carrier store; the carrier website; or the carrier’s mobile app. Overall purchase experience satisfaction with both mobile network operators and mobile virtual network operators is measured in two factors: cost and promotions and purchase process. The studies were fielded from July through December 2022.

For more information about the U.S. Wireless Purchase Experience Studies, visit

https://www.jdpower.com/business/tmt/us-wireless-purchase-experience-performance-studies

About J.D. Power

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power has offices in North America, Europe and Asia Pacific. To learn more about the company’s business offerings, visit JDPower.com/business. The J.D. Power auto shopping tool can be found at JDPower.com.

About J.D. Power and Advertising/Promotional Rules www.jdpower.com/business/about-us/press-release-info

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