Research commissioned last month by Lyca Mobile found nearly half of the respondents choose a network because of its brand name or badge. This is despite 90 per cent of them recognising big brands play on this loyalty and overcharge, knowing people will pay more because of their brand name.
The research was conducted Censuswide and surveyed 1,004 contract customers of Vodafone, O2, EE and Three last month.
Half of Vodafone, EE, Three, and O2 customers surveyed said the price was their biggest priority when signing up for a mobile contract deal. Yet nearly a quarter admitted they would be embarrassed to reveal they get their mobile contract from an alternative provider
“Consumers mustn’t fall into the trap of prioritising a brand name or badge over value, and miss out on the best deals as a result. At a time when the majority of major players have hiked prices, many alternative providers have frozen mobile bills. Loyalty to the biggest companies is not paying dividends for many Brits, who risk losing out on some of the most cost-effective offers if they never look beyond the big four” said Lyca Mobile chairman Allirajah Subaskaran
Lyca Mobile has announced a freeze on its prices until the end of 2023, amidst industry-wide hikes.