Most consumers consider changing mobile plans once per year: Survey

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.

"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."

Read at Telecompetitor