Our new "UK Mobile Operator Consumer Satisfaction Survey" research suite provides primary data and an in-depth written assessment of subscriber opinions towards leading mobile operators in the UK. It assesses subscriber attitudes to standard operator services, such as messaging, voice calls, and data services, the use of operator services whilst travelling abroad and subscriber attitudes and future consumer spending towards value-added services for bundled subscriptions. Additionally, this customer experience survey report provides key strategic recommendations for leading mobile operators and industry stakeholders, including connectivity vendors and network providers, on existing subscriber satisfaction, roaming behaviour and future service use.

Readers will gain a competitive advantage with our comprehensive survey data and expert analysis of mobile sector operators and their services. The telecommunications companies study thoroughly evaluates user opinions; analysing essential trends and attitudes of services within the industry. With our strategic recommendations, service providers can enhance customer satisfaction and make informed decisions in the UK market. Furthermore, we offer access to our comprehensive survey dataset; allowing for in-depth, customised analysis to meet your specific business objectives.

This mobile industry customer service satisfaction suite includes a data deliverable that reports the opinions of mobile subscribers in the UK across several cross-tabulations for independent variables, including age, gender, area of residence, and mobile operator. It also includes a key strategy and trends document which structures these survey responses into three distinct market themes:

Mobile Subscriber Satisfaction
Mobile Subscriber Roaming Experience
Mobile Subscriber Attitudes to Additional Products and Services

This mobile customer satisfaction suite provides a critical tool for understanding the key dynamics of this highly competitive market; allowing telecom service providers to shape future strategies effectively within the UK market.

Key Features

Market Overview: Evaluation of the dynamics of the UK telecoms market; providing key takeaways and an executive summary on subscriber attitudes towards their mobile operator services, including overall satisfaction, roaming services, and willingness to adopt additional mobile network operator services.
Mobile Subscriber Overall Satisfaction: An assessment of mobile operator services and their influence on customer satisfaction scores towards several operator services, including messaging, voice and data, as well as an evaluation of brand reputation for eight leading mobile operators in the UK. Key player analysis, via the Juniper Research Competitor Leaderboard and accompanying vendor profiles, are used to rank the quality of service of mobile operators, including:
- EE
- giffgaff
- iD Mobile
- Sky Mobile
- Tesco Mobile
- Three
- Virgin Media O2
- Vodafone
Mobile Subscriber Roaming Satisfaction: An analysis of subscriber opinions on the performance and availability of a number of roaming services in the telecommunications sector, a critical assessment of the key use cases leveraged by subscribers when travelling abroad, and an evaluation on the current and future subscriber attitudes towards a number of roaming initiatives including travel SIMs and eSIMs.
Subscriber Opinions on Additional Operator Products and Services: An inspection into the value-added services that can be provided by mobile operators, facilitated by a number of technologies such as carrier billing and super bundling. This analysis includes a range of splits for subscriber demographics to provide bespoke recommendations on the most efficient method of return on investment for mobile operators in the UK.

Data & Interactive Forecast

The accompanying Excel comparative analysis includes all survey questions, responses and demographic breakdown in cross-tabulations for independent variables including:

Age
Area of Residence
Gender
Mobile Operator

This mobile companies dataset will provide the reader with a comprehensive data set, filled with survey responses to a range of key factors such as subscriber satisfaction, roaming behaviour, willingness to adopt value added operator services and key demographic differentiators such as subscription plans (4G/5G) and smartphone device (Android/iOS). Our data offers a thorough understanding of customer preferences and experiences in the UK market.

1. Introduction & Market Definitions

1.1.1. Key Questions Answered
1.1.2. Market Definitions
- Table 2.1: Glossary of Key Terms

2. Overall Subscriber Satisfaction

2.1. The UK Telecoms Market
2.2. UK Operator Benchmarking: Overall Subscriber Satisfaction
- Figure 2.1: Juniper Research Competitor Leaderboard: UK Operators Satisfaction Survey
- Table 2.2: Juniper Research Competitor Leaderboard: UK Operators Ranking
- Table 2.3: Juniper Research Competitor Leaderboard: UK Operator Satisfaction Survey
- Figure 2.4: NPR Responses to Question: Overall, How Satisfied Are You with the Service Provided by Your Mobile Network Operator?
- Figure 2.5: Responses to Question: Have You Ever Experienced a Negative Customer Service Experience with Your Current Mobile Network Service Provider?
- Figure 2.6: Responses to Question: What Made Your Experience with Your Mobile Network Service Provider a Negative One?
- Figure 2.7: Total Number of Businesses Deploying CCaaS Services in the UK, 2024-2028
- Table 2.8: UK Operator Benchmarking: Customer Satisfaction Heatmap
- Figure 2.9: NPR for Overall Value for Money in 2024 (%), Split by 8 Key Operators
- Figure 2.10: Response to Question: What Type of Mobile Phone Tariff Do You Currently Subscribe to?
- Figure 2.11: Response to Question: On Average, How Much Do You Spend on Your Mobile Subscription per Month?
- Figure 2.12: UK Operator Benchmarking: Heatmap
- Table 2.13: UK Operator Benchmarking: Scoring Criteria
2.4. Overall Customer Satisfaction: Key Takeaways
2.5. Overall Customer Satisfaction: Strategic Recommendations

3. Roaming Experience Satisfaction

3.1. The UK Roaming Market
- Figure 3.1: Total Number of Outbound Roaming Subscriptions from the UK (m), 2019-2025
- Table 3.2: Independent Assessment on Product & Services for Operator Services
3.2. Overall Roaming Experience
- Table 3.3: Proportion of UK Subscribers That Use the Following Services Whilst Travelling Abroad
- 3.2.1. Top Five Mobile Phone Uses Whilst Abroad
  - Figure 3.4: NPR for Responses to Question: Thinking About the Most Recent Time You Have Travelled, How Satisfied Were You with Your Overall Mobile Network Experience Whilst Abroad?
  - Table 3.5: Responses to Question: Thinking About the Most Recent Time You Have Travelled, Please Rate How Satisfied You Were with the Following Services Whilst Using Your Phone Abroad
  - Figure 3.6: Response to Question: Thinking About the Most Recent Time You Have Travelled, How Satisfied Were You with Your Overall Mobile Network Experience Whilst Abroad?
  - Figure 3.7: Responses to Question: What Are the Biggest Issues You Have Faced When Roaming Abroad with Your Subscription?
  - Figure 3.8: Total Number of Travel SIM/eSIMs Users in the UK (m), 2024-2028
  - Figure 3.9: Responses to Question: Do You Know What an eSIM Is?
  - Figure 3.10: Responses to Question: Would You Consider Using an eSIM Package to Travel Abroad to Reduce Roaming Charges?
  - Figure 3.11: Data Use Whilst Travelling across Multiple Key Use Cases, Split by Roaming and Travel eSIM Pricing
  - Figure 3.12: Quiz for Identifying Data Usage
  - Figure 3.13: Responses to Question: Thinking About the Most Recent Time You Have Travelled Abroad, What Type of SIM Card Did You Use to Access Mobile Services Whilst Abroad?
  - Figure 3.14: Type of Roaming Service Used Whilst Travelling Abroad, Split by 4 Key Services & 2 Key Handset Types
3.4. Overall Roaming Satisfaction: Key Takeaways
3.5. Overall Roaming Satisfaction: Strategic Recommendations

4. Subscriber Opinions on Additional Operator Products & Services

4.1. The Operator Market for Value-added Services
- Figure 4.1: Responses to Question: Do You Know What Additional Products and Services Are Offered by Your Operator?
- Table 4.2: Responses to Question: Do You Know What Additional Products and Services Are Offered by Your Operator?
- 4.1.1. The Willingness of Subscribers to Adopt Additional Operator Services
  - Figure 4.3: Responses to Question: How Willing Would You Be to Add the Following Services to Your Mobile Subscription/Payment?
  - i. Music Streaming Services
    - Figure 4.4: Total Number of Music Streaming Subscriptions in the UK (m), 2019-2028
  - ii. Video Streaming Services
    - Figure 4.5: Total Number of Video Subscriptions in the UK (m) & Average Number of Video Subscriptions per Household in the UK, 2020-2028
  - iii. Mobile Hotspot Services & Hotspots
    - Figure 4.6: Total Internet Users in the UK (m), and Proportion of the Population in the UK That Are Internet Users (%), 2020-2029
  - iv. Home Broadband Services
  - v. Device Insurance
  - vi. Mobile Games Subscriptions
    - Figure 4.7: Proportion of Responses to 'If Your Mobile Operator Enabled You to Manage Your Current Subscriptions for Digital Content, Including Streaming (eg Netflix, Paramount, NowTV, Disney+ etc.) and Games Subscriptions, How Likely Are You to Consider Consolidating All Monthly Costs into Your Monthly Subscription Fee?', Split by Monthly Spend on Subscription
  - i. Strategies for Increasing Spend from High-spending Subscribers
    - Figure 4.8: Key Reasons for Propensity to Spend More from Higher-spending Subscribers
  - ii. Strategies for Increasing Spend from Lower-spending Subscribers
    - Figure 4.9: Proportion of Responses to Average Monthly Expenditure on Mobile Subscriber (%), Split by Operator
    - Figure 4.10: Consumer Willingness to Pay for Additional Services through Their Current Operators (%), Split by 7 Payment Brackets and 10 Select Additional Services
  - i. Strategies for Capitalise on Subscription Integration
    - Figure 4.11: Proportion of Responses to 'If Your Mobile Operator Enabled You to Manage Your Current Subscriptions for Digital Content, Including Streaming (e.g.) Netflix, Paramount, NowTV, Disney+ etc.) and Games Subscriptions, How Likely Are You to Consider Consolidating All Monthly Costs into Your Monthly Subscription Fee?', Split by Age
    - Figure 4.12: Net Promoter Score to Question: 'What Would Influence Your Decision to Consolidate Monthly Subscriptions Costs to Your Monthly Phone Bill?'
    - Figure 4.13: Types of Churn and Strategies Used to Combat Them
    - Figure 4.14: Net Promoter Score to Question: 'What Would Influence Your Decision Not to Consolidate Monthly Subscriptions Costs to Your Monthly Phone Bill?'
    - Figure 4.15: Bango's Digital Vending Machine Solution
4.2. Additional Operator Services: Key Takeaways
4.3. Additional Operator Services: Strategic Recommendations

5. Operator Profiles, Appendix & Survey Methodology

5.1. Mobile Network Service Providers - Company Profiles
- 5.1.1. EE
  - i. Corporate Information
    - Table 5.1: BT Group's Consumer Unit's Select Financial Information (Pound m), 2022-2023
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.2. giffgaff
  - i. Corporate Information
    - Table 5.2: giffgaff's Select Financial Information (Pound k), 2021-2022
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
    - Figure 5.3: Selected Countries Eligible for giffgaff's Roaming Solutions
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.3. iD Mobile
  - i. Corporate Information
    - Table 5.4: iD Mobile's Select Financial Information (Pound k), 2022-2023
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
    - Figure 5.5: iD Mobile's International Rates
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.4. Sky Mobile
  - i. Corporate Information
    - Table 5.6: Sky UK's Select Revenue Information (Pound m), 2021-2022
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
    - Table 5.7: Sky Mobile's International Saver Plan Description
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.5. Tesco Mobile
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.6. Three
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.7. Virgin Media O2
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High-level View of Offerings
    - Figure 5.8: Virgin Media O2's Products & Services
  - v. Juniper Research's View: Key Strengths & Strategic Development Opportunities
- 5.1.8. Vodafone
  - i. Corporate Information
    - Table 5.9: Vodafone Business' Select Financial Information (Euro m), FY 2022-2023
  - i. Geographical Spread
  - ii. Key Clients & Strategic Partnerships
  - iii. High-level View of Offerings
  - iv. Juniper Research's View: Key Strengths & Strategic Development Opportunities
5.2. Appendix
- 5.2.1. Juniper Research Competitor Leaderboard
  - i. Limitation & Interpretations
- 5.2.2. Net Promoter Rating
5.3. About Juniper Research
- 5.3.1. Juniper Research's Telco Coverage