OXIO’s 2025 Mobile Consumer Survey surveyed over 1,000 U.S. consumers with decision-making authority over their mobile plans to answer a key question: What do consumers really want from their mobile provider? In this blog, we’ve highlighted key insights from the survey and shared our Mobile Consumer Survey Infographic.
What the survey tells us – The highlights
The demand for better mobile deals
With overall satisfaction for their current mobile providers being relatively high at just over 75%, consumer loyalty to their mobile provider is in fact quite fragile, with nearly 75% saying they would switch providers if it meant they were getting a better deal in terms of cost and customization. This suggests consumers stay with their mobile providers not from loyalty but from a lack of compelling alternatives in the market. As innovative offerings continue to emerge from verticals like banking and retail, consumers may increasingly be drawn to purchasing their mobile plans from non-traditional providers.
There is a growing opportunity for US MVNOs
The majority of U.S. consumers, over 90%, would be willing to switch to a mobile provider that wasn’t one of the U.S. markets ‘big three’ – Verizon, AT&T or T-Mobile. This suggests there is a growing opportunity for smaller, alternative MVNOs to capture market share with new and compelling offerings in the years ahead.
2024 saw the global MVNO market grow to $91.73 billion with a CAGR of 10.2%. 2025 will see the market grow even further with more specialized and niche offerings, new MVNO partnerships, and a distinct focus on enhanced, value-added services and the customer experience.
Consumers see their data as an asset to unlock cost savings
75% of consumers are open to sharing their mobile data, with 50% willing to do so outright and 25% considering it – especially if it leads to benefits like lower-cost plans, personalized discounts, or an improved credit score. Consumers are increasingly seeing their data as an asset that could potentially save them money.
There’s a growing opportunity for retail-led and finance-led MVNO offerings
Retailers and banks emerge as the preferred providers of new mobile offerings with close to 50% considering buying from a retailer and over 20% considering buying from a bank. Over 85% of consumers would also feel comfortable buying a mobile plan bundled into other services that they already use or subscribe to, such as Amazon Prime or their banking app, indicating a shift in consumer preferences and a real appetite for integrated and embedded connectivity experiences. Companies like Nubank and Revolut have already started to introduce innovative mobile and financial solutions that seamlessly integrate banking and connectivity. Their efforts mark the emergence of a new wave of mobile services, driven by telecom industry outsiders.
Could 2025 be the year of celebrity MVNOs?
Over 50% of consumers would consider subscribing to a mobile plan from their favorite influencer, musician or celebrity. This indicates there is a very real opportunity for stars, influencers or content creators to turn their casual followers into paying monthly subscribers by launching their own private-label network, creating new and authentic brand experiences that further grow their revenue and popularity. With advancements in Telecom-as-a-Service, we’ll start to see a rise in celebrity MVNOs entering the market, creating immersive connectivity experiences for consumers that go far beyond what’s been possible in traditional telecom.
To read the full OXIO 2025 Mobile Consumer Survey Report here, or if you prefer your data in a more visual format check out our infographic below:
