LAS VEGAS-Telephia Inc. introduced the Telephia Churn Report, which examines a variety of topics related to churn in the top 10 markets nationwide.
Offered quarterly, the report will enable carriers to better identify the types of subscribers who switch or are likely to switch service providers, and also give them an opportunity to rate their performance by market, Telephia said.
The report is based on the results of an online study of approximately 15,000 wireless subscribers and non-subscribers in the country’s 10 largest markets, including New York, Los Angeles, Chicago, Washington, D.C., and San Francisco. Telephia and Harris Interactive, an Internet-based market research firm, conducted the joint study during the first two weeks of this month.
Preliminary results of the study found that of those who had paid for wireless service at some point in the past year, 27 percent had churned (12 percent switched to a new provider; 15 percent had no provider at the time of the study). The other 73 percent of subscribers remained loyal to their provider.
Additionally, the study found that the rate of switching varied considerably among the 10 markets surveyed, Telephia said. While the rate in the Chicago market fell closely in line with the overall average of 12 percent, the churn rate in Dallas-Fort Worth was double (16 percent) that of Los Angeles.
Further results of the study revealed that many of last year’s churners who had no provider at the time of the survey would quite likely return soon. More than 53 percent of those surveyed said they would “probably” or “definitely” return to wireless service sometime in the next year. This indicates that many in this “former customer” category segment are still committed to wireless, and given market-specific data in this area, carriers might successfully woo them back.
