For the first time in many years, O2 has ceased to be ahead of other mobile phone operators in the UK when it comes to customer satisfaction and loyalty – and Vodafone has claimed this status.
This is according to the latest research from YouGov’s Technology & Telecoms Consulting Team.
Previously, the O2 brand had commanded the most loyalty from phone users according to much of the research into this sector.
The poll asked 1,679 smartphone users in the UK whether they would consider switching network provider to get the handset they wanted. The results revealed that 50% of O2 customers would switch, whereas 34% of Vodafone customers would switch.
Russell Feldman, research manager in YouGov’s Technology & Telecoms team, said: “At times of technology transition market leaders are vulnerable. This survey shows that Vodafone has invested in the smartphone market and are now reaping the benefits.”
He added: “O2 appears overly-dependent on the iPhone and our data shows that among the rest of their customer base satisfaction, loyalty and recommend scores are trailing their traditional rival.”
Do you agree with this research? Would you switch from O2 if the ideal handset was available through a different operator? You can find out more about this study by heading to the source.
Unlike when the iPhone was launched and O2 was the sole provider in the UK for the first two years, the Apple iPad will be available through O2, Vodafone and Orange when it launches on 28 May. It will be interesting to see how the three networks fare and how their pricing policies compare.
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