Forty percent of consumers are planning to change their mobile provider during the next 12 months, with customers increasing complaining about the standards of messaging and internet quality.
A new survey from Nokia found cost and quality of service were the biggest drivers of loyalty among mobile users. Forty one percent found cost and billing was the most critical aspect of their relationship with operators.
Almost a third (29 percent) of consumers in mature mobile markets said network quality was the most important factor for them, with customer care the key metric for 18 percent of customers. Nokia said the latter was a sign of how more and more customers are using sophisticated smartphones.
The report found an increasing number of customers prepared to pay more for quality of service. It said 41 percent of consumers said an operator must deliver an excellent network, even if it costs them more. This was a two percentage point increase on the 2013 survey.
The survey also found that messaging and internet service quality was below that of consumer expectations. Three out of every five consumers had problems with mobile data use and apps.
Security was also a key issue for consumers, with 75 percent considering it as the operator's responsibility, rather than theirs. Almost nine out of ten consumers said they believed security was important and 40 percent of those customers said they would be willing to switch provider because of security issues.
Meanwhile, three out of every four consumers described themselves as heavy users of advanced services such as video calling, gaming and emailing. Some LTE-heavy markets, such as South Korea, saw 84 percent of consumers use advanced services every week.