Most consumers consider changing mobile plans once per year: Survey

"Consumers are not passively renewing mobile plans. They are actively evaluating them, comparing value, scrutinizing pricing, and reassessing providers more frequently. Mobile is evolving from a static utility into a dynamic service relationship, and the next era will belong to those who reduce complexity, communicate transparently, and activate seamlessly."

"Gen Z is even more discerning, examining their mobile plans at least every six months, with some looking at their plans quarterly to see if they can get a better deal elsewhere. More than half (56%) of the survey respondents are open to buying their mobile service from a retailer, while 90% of GenZ say store access is important."

"Nearly half of consumers say instant eSIM activation would make them more likely to switch providers, with the results higher for Millennials (67%) and Gen Z (69%). eSIM adoption is highest among Millennials (57%) and Gen Z (60%), with a large majority (85%) saying they had a positive experience."

The OXIO 2026 Mobile Consumer Survey reveals significant shifts in consumer behavior regarding mobile service. Seventy percent of consumers reassess their plans yearly, while Gen Z examines plans every six months or quarterly. Over half of respondents are open to purchasing mobile service from retailers, with 90% of Gen Z valuing store access. Younger consumers are leaving family plans between ages 19-22, roughly 15 years earlier than older generations. eSIM adoption reaches 44% overall, with 85% reporting positive experiences. Millennials and Gen Z show higher eSIM usage at 57% and 60% respectively. Nearly half of consumers would switch providers for instant eSIM activation, rising to 67-69% for younger demographics. Major carriers maintain competitive network performance, facilitating consumer switching.

Read at Telecompetitor