The majority of mobile users across the United States and United Kingdom prefer their experience with companies such as Netflix and Amazon over their mobile operator, according to a new survey conducted by Matrixx Software.
Survey results from 3,077 respondents showed 73 percent of participants wished their mobile service provider operated more like Amazon, while PayPal, Netflix, and eBay also ranked highly in consumers’ digital experience. Three-quarters of respondents indicated they would buy mobile services from those companies.
Participants particularly valued transparency in pricing, with 75 percent listing it as a feature they would like their mobile carrier to adopt. Sixty-three percent highlighted the ease of use of those digital services, and about half identified personalization and instant access to services.
Matrixx said the results showcased why telecoms should leverage mobile experiences to gain subscribers and increase revenue.
About 40 percent of participants from the U.K. said they would increase spending with their current carrier if it operated more like top digital brands. Although 52 percent of all respondents would recommend their current carrier to friends and family, 64 percent said they would switch carriers if they were offered a better customer experience elsewhere.
“The survey demonstrated how digital-first brands have set a new baseline of expectation, by which every other consumer service is judged,” Matrixx founder Jennifer Kyriakakis said in a statement. “Telecommunication companies have an opportunity to attract an entirely new crop of customers, ones who are motivated by intuitive engagement that results in personalized, transparent, and real-time mobile experience.”