Data usage and the impact of value-added services on customer satisfaction in Europe and the USA: consumer survey

13 May 2022 | Research

Martin Scott Oliver Bruff

Survey report | PPTX and PDF (8 slides); Excel | Mobile Services

"Increased data consumption is generally correlated with improved customer satisfaction in Europe and the USA, but there are exceptions."


This report uses the results of our consumer survey to provide an analysis of the data usage of smartphone users in Europe and the USA, as well as the impact of value-added services (VAS) on customer satisfaction metrics in the region.

Topics analysed

  • Mobile data usage patterns among respondents and how they are affected by data pricing
  • Role of bundling additional services in customer retention
  • How new service-based pricing models affect KPIs

Survey data coverage

The survey was conducted in association with Dynata between August and September 2021. The survey groups were chosen to be representative of the internet-using population in Europe and the USA. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country (2000 in the USA).

Geographical coverage

  • France
  • Germany
  • Ireland
  • Italy
  • Poland
  • Spain
  • Sweden
  • Turkey
  • UK
  • USA


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