A communications services marketing challenge for wireless providers: standing out in a nearly saturated market.
Did you know?
Nearly all Americans (97%) own a mobile phone, with about 90% owning a smartphone.
With almost the entire population owning a wireless phone, wireless providers must distinguish their products and services to appeal to consumers and gain market share.
While mobile phone ownership is nearly universal, two age groups offer more opportunity for providers to acquire new users:
- Consumers aged 65 and over are slightly less likely to own a mobile phone compared to younger age groups.1
- Children typically receive their first mobile phone around age 12 and almost all have a phone by age 15, indicating an opportunity to appeal to parents. that younger demographics are also consumers.1
Here are 5 communications services marketing tips to help you plan your strategy to acquire new wireless customers in 2025:
No. 1 – Understand What Wireless Customers Want
Understanding what consumers are looking for in a wireless provider is the first step choosing products and services to highlight to acquire new customers.
Top Factors That Influence Choosing a Wireless Provider:
- Performance
- Network reliability, capacity and coverage
- Customer service
- Sales representatives and account executives
- Billing
- Cost of service
- Offerings and promotions
- Product and service development
- Exclusive devices and/or content
(Source: AdMall 2024)
No. 2 – Target New Markets Benefitting from 5G Expansion
The continued rollout of 5G networks offers dealers opportunities to provide faster, more reliable connectivity solutions, especially in rural areas where 14 million rural homes and businesses will benefit from a $9B investment in 5G expansion through the next decade.2
No. 3 – Capture Households Ditching Their Landlines
Wireless networks have encouraged customers to abandon landlines.3
In 2024, 76% of adults and 87% of children in the U.S. lived in wireless-only households without a landline connection.1
Cell-only households are highest among:
- Adults aged 30 to 341
- Households with children1
- Hispanic or Latino households1
- Renters1
No. 4 – Consumers Love a Great Deal
Set your service apart from wireless competitors by promoting special deals and offers, including competitive device financing and attractive data packages, or trade-in and upgrade programs. 1
Potential mobile/wireless service switchers are influenced by deals and offers:
- 26% more likely to find coupons/discount codes on an internet-connected device in the past 30 days. 1
- 34% usually make buying decisions based on which coupons/offers they have. 1
No. 5 – Offer Bundles to Increase Market Share
Nationwide, there is an opportunity to increase market share by upselling multiple services. As of January 2025, only 34% of consumers surveyed reported that they bundle home communications services.4
Of consumers who bundle services, 15% or less have purchased a bundle that includes mobile phone service. This is an opportunity for providers of multiple services to upsell existing subscribers. 4
Use Integrated Tactics and Value-Driven Creative to Drive Communications Marketing Campaign Success
Consumers who plan to switch their wireless provider in the next year have responded to print and digital ads in the past 12 months, making a coordinated, multi-channel approach most effective for engaging consumers wherever they are in their purchasing process.
Potential Wireless Service Switcher Advertising Response in the Past 12 months:1
Consumers respond to integrated advertising campaigns: 43% are more likely to make a purchase when they receive both print and digital messaging. 5
Mspark’s targeting capabilities enable you to focus on your specific service area or target zip codes and to identify customers most likely to do business with you.
Learn how a national telecom provider cost-effectively acquired new customers in our case study. Click “get started” below to connect with an expert to discuss your strategy to acquire new customers.
Sources: AdMall 20241; FCC relaunches $9 billion rural 5G scheme, telecoms.com2; “Wireless Telecommunications Carriers in the US.” IBISWorld.com, Jun. 2024. Web. Aug. 20243; Prosper January 20254; Mspark Analytics, ESRI5