Recent strength in feedback from “the Crowd” of real AT&T customers, in comparison to the other Big Two mobile carriers, aligned with AT&T better-than-expected earnings report on October 19th.  HundredX data also indicates weakening Loyalty Intent^1,2 in Verizon and growing strength in T-Mobile, which should result in share continuing to shift away from Verizon towards AT&T and T-Mobile into 2024. 

Our data affirms a generally consensus view across the industry, which is Verizon is going to continue losing ground to AT&T and T-Mobile over the next 6-12 months, which are undercutting Verizon on price while offering increasingly robust coverage and speeds. We’ve found AT&T in particular is pulling Gen-Z and millennial customers away from Verizon. 

Analyzing more than 70,000 pieces of feedback from wireless customers, September 2022 through September 2023, we found:

• Verizon’s Loyalty Intent fell 6% in the last three months, while T-Mobile and AT&T gained 4% and 3% respectively. 
• Customers continue to view Verizon as best-in-class for network speed, coverage, and quality, but AT&T is starting to catch up, with customer perception³ towards these factors increasing. 
• 5G has jumped in importance as networks expand and more people get 5G phones. T-Mobile is the leader in perception towards 5G, followed by AT&T and then Verizon. 5G is now selected 8th out of 16 drivers of satisfaction we track, up from 16th two years ago. 
• Once viewed as the middle ground between Verizon’s network quality and T-Mobile’s affordable prices, AT&T is particularly gaining ground with Gen-Z and millennial customers. Over the past few months, Loyalty Intent for young adults rose 8% for AT&T, while falling 10% for Verizon.
• At the same time, perception toward AT&T’s price, 5G, speed, and coverage improved significantly for young adults.