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Segmenting Mobile Subs Most Likely to Churn

According to a recent In-Stat survey, levels of customer satisfaction with wireless carriers can clearly be drawn across age and ethnic boundaries.

Older Americans are most satisfied with their wireless providers according to In-Stat's 2007 Consumer Mobility Survey. More than 70 percent of respondents aged fifty and older indicated they are "completely satisfied" or "very satisfied" with their wireless service provider.

In contrast, wireless service customers in the 18-24 age range were the least satisfied, as 56 percent of this user segment responded that they were completely satisfied or very satisfied. Eight percent of this segment answered that they were "not very satisfied" or "not at all satisfied" with their wireless carrier.

Caucasian wireless subscribers were most satisfied with their wireless service providers. Of the respondents in this ethnic segment, 71 percent indicated they are completely or very satisfied with their wireless provider.

As expected, these respondents also indicated they are the least likely ethnic segment to change wireless carriers in the next twelve months. Sixty one percent responded they "probably will not" or "definitely will not" change service providers in the next year.

Asian respondents had the lowest number of satisfied customers -- 57 percent indicated they are completely or very satisfied with their carrier. Surprisingly, Asian respondents were not the group most likely to change carriers during the next year.

Nine percent of Hispanic respondents said they would "definitely change" wireless providers, whereas only 5 percent of Asian participants said they would definitely switch in the next year.

Each year In-Stat conducts a Consumer Mobility Survey to gauge consumer attitudes and behavior regarding their mobile handsets and carriers. More than 1,500 respondents participated in this survey.

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