MyWireless.org® 2012 Annual Consumer Survey Data
MyWireless.org reaches out to consumers annually to learn more about their satisfaction levels and opinions about wireless service. The 2012 edition of this bipartisan survey was conducted by McLaughlin & Associates and Penn Schoen Berland and reached 1,000 adult wireless users, all of whom are likely voters. See more about the survey methodology here.
Key Findings
- Wireless phone consumers remain highly satisfied.
- Wireless consumers believe adding regulations would either make their service worse or make no difference.
- Wireless consumers are very price sensitive - they oppose adding new wireless taxes and fees and believe adding new regulations would make their wireless service more expensive.
- Wireless consumers believe current competition among wireless carriers provides them with enough choices so they can pick the wireless device, plan, options and content that best fits their needs.
Survey Structure
The survey is divided into 9 sections. Jump to a section or explore the whole survey.
For you personally, what is the most important reason for having a cellphone?
| Reason |
2011 |
2012 |
| Emergency |
28 |
29 |
| Stay in Touch |
12 |
7 |
| Convenience |
10 |
9 |
| Talk to Family |
9 |
11 |
| For Business |
8 |
8 |
| Talk / Check on Kids |
5 |
5 |
| Quick Communication |
4 |
11 |
| Safety |
4 |
4 |
| Roadside Emergency |
3 |
- |
| Portable / Always with Me |
2 |
- |
| Stay in Touch |
- |
7 |
| Travel Usage |
- |
3 |
| Reach Me Anytime |
- |
2 |
Other than making or receiving voice calls, which one of the following cellphone features is most important to you?
| Reason |
Total |
18-29 |
30-40 |
41-55 |
56-65 |
Over 65 |
| Texting |
37 |
44 |
62 |
44 |
34 |
13 |
| Internet Access |
11 |
20 |
12 |
13 |
10 |
10 |
| Email |
8 |
9 |
8 |
8 |
7 |
6 |
| Taking Pictures |
5 |
6 |
2 |
4 |
6 |
8 |
| GPS Navigation |
3 |
7 |
1 |
3 |
4 |
3 |
| Applications |
2 |
2 |
4 |
2 |
0 |
1 |
| Videos |
1 |
0 |
0 |
2 |
2 |
1 |
| Music |
1 |
2 |
0 |
1 |
0.4 |
2 |
| Games |
0.4 |
0 |
1 |
0.3 |
0.4 |
1 |
| FM Radio Chip Set |
0 |
0 |
0 |
0 |
0 |
0 |
| Other |
1 |
0 |
2 |
2 |
0.4 |
3 |
| Don’t Know |
31 |
11 |
9 |
21 |
37 |
54 |
Regarding your cellphone service, which one of the following is the most important to you?
|
10/07 |
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
| Better value for your service |
39 |
48 |
51 |
55 |
48 |
43 |
| Improving cellphone coverage and quality |
31 |
37 |
34 |
29 |
36 |
25 |
| Ensuring consumer privacy and security |
- |
- |
- |
- |
- |
14 |
| Educating parents about age appropriate content for minors |
- |
- |
- |
- |
- |
6 |
| Cellphone features like access to the Internet and apps |
- |
- |
- |
- |
- |
5 |
| Improving cellphone speed |
- |
- |
- |
- |
- |
2 |
| Eliminating “early termination fees” for customers who cancel their contract early |
17 |
- |
- |
- |
- |
- |
| Adding more consumer protections |
6 |
9 |
7 |
10 |
5 |
- |
| Access to all of the “apps” you want |
- |
- |
- |
- |
3 |
- |
| Cellphone features like Internet access |
- |
- |
4 |
2 |
3 |
- |
| Providing longer trial periods for customers signing up for service |
2 |
- |
- |
- |
- |
- |
| Providing more detailed advertising disclosures |
- |
- |
- |
- |
- |
- |
| Other |
1 |
1 |
0 |
1 |
1 |
0 |
| Don’t Know |
5 |
5 |
5 |
4 |
6 |
4 |
Please tell me whether you agree or disagree with the following statement. “Wireless companies keep offering customers more choices, more innovation and more services, so you have the freedom to do just about anything with your phone.”
|
3/10 |
3/11 |
3/12 |
| Agree |
84 |
85 |
85 |
| Disagree |
11 |
9 |
11 |
If you had to choose one, which one of the following is the most important for you to have?
|
Total |
White |
Afr-Am |
Hisp |
18-30 |
29-40 |
41-55 |
56-65 |
Over 65 |
Men |
Women |
| Cell/Smartphone |
38 |
37 |
39 |
43 |
62 |
48 |
41 |
29 |
34 |
37 |
39 |
| Home Landline Phone |
21 |
21 |
19 |
17 |
9 |
12 |
16 |
25 |
31 |
19 |
23 |
| Broadband Internet |
20 |
20 |
13 |
21 |
18 |
23 |
25 |
20 |
11 |
21 |
18 |
| Cable/Satellite TV |
18 |
18 |
28 |
14 |
6 |
15 |
17 |
23 |
20 |
19 |
18 |
| Don’t Know |
3 |
3 |
2 |
5 |
6 |
3 |
2 |
3 |
5 |
4 |
3 |
Overall, are you satisfied or dissatisfied with your cellphone service?
|
4/04 |
11/04 |
8/06 |
3/07 |
10/07 |
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
| Satisfied |
89 |
86 |
86 |
93 |
91 |
89 |
94 |
91 |
95 |
95 |
| Dissatisfied |
10 |
13 |
13 |
7 |
9 |
10 |
6 |
8 |
4 |
5 |
Considering the price you pay for your cellphone service and the benefits it provides you, do you consider the value of your cellphone service to be excellent, good, fair or poor?
|
8/06 |
3/07 |
10/07 |
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
| Excellent/Good |
69 |
72 |
70 |
70 |
74 |
73 |
75 |
71 |
| Fair/Poor |
31 |
26 |
29 |
28 |
25 |
26 |
23 |
27 |
| Don’t Know |
1 |
2 |
1 |
1 |
1 |
1 |
2 |
2 |
Now, how would you rate the job wireless companies are doing for their customers in each of the following areas?
|
Excellent/Good |
Fair/Poor |
Don’t Know |
| Providing choices of wireless devices |
77 |
17 |
6 |
| Providing choices of wireless service plans |
64 |
29 |
7 |
| Providing details on service plans |
57 |
36 |
8 |
| Protecting customers’ privacy |
53 |
34 |
13 |
| Preventing unsolicited text messages that put you at risk of getting scams, spyware or viruses. |
47 |
38 |
15 |
Government Regulations Back to Top
Do you believe adding new government regulations on cellphone service would make your cellphone service better or worse?
|
4/04 |
11/04 |
8/06 |
3/07 |
10/07 |
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
Rep |
Dem |
Ind |
| Better |
18 |
16 |
11 |
15 |
15 |
11 |
12 |
9 |
6 |
8 |
5 |
11 |
7 |
| Worse |
37 |
43 |
42 |
38 |
47 |
42 |
43 |
38 |
33 |
37 |
53 |
22 |
32 |
| No Difference |
31 |
28 |
29 |
30 |
25 |
32 |
34 |
31 |
36 |
34 |
28 |
43 |
31 |
| Don’t Know |
15 |
13 |
18 |
17 |
14 |
15 |
11 |
23 |
25 |
22 |
15 |
24 |
29 |
Do you believe adding new government regulations on cellphone service would make your cellphone service more expensive or less expensive?
|
8/06 |
3/07 |
10/07 |
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
Rep |
Dem |
Ind |
| More Expensive |
73 |
69 |
74 |
75 |
76 |
62 |
60 |
63 |
73 |
53 |
63 |
| Less Expensive |
5 |
6 |
6 |
6 |
6 |
5 |
6 |
4 |
3 |
6 |
2 |
| No Difference |
12 |
15 |
12 |
11 |
12 |
19 |
18 |
18 |
15 |
23 |
18 |
| Don’t Know |
10 |
10 |
8 |
8 |
6 |
14 |
17 |
15 |
9 |
18 |
18 |
Which of the following proposals would you like to see congress pass?
-
A proposal that ensures one consistent national set of rules and regulations for wireless services.
-
A proposal that allows each of the 50 states to impose its own set of rules and regulations on wireless services.
|
3/07 |
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
Rep |
Dem |
Ind |
| National |
47 |
48 |
47 |
43 |
42 |
42 |
31 |
54 |
45 |
| State |
41 |
39 |
42 |
44 |
43 |
45 |
57 |
35 |
41 |
| Don’t Know |
13 |
14 |
12 |
13 |
15 |
13 |
13 |
11 |
15 |
Do you agree or disagree with the following statement?
“Companies competing for wireless customers give consumers enough choices so they can pick the wireless device, plan, options and content that best fits their needs?”
|
3/08 |
3/09 |
3/10 |
3/11 |
3/12 |
Rep |
Dem |
Ind |
| Agree |
82 |
83 |
80 |
83 |
81 |
83 |
79 |
79 |
| Disagree |
9 |
12 |
16 |
12 |
14 |
14 |
16 |
13 |
| Don’t Know |
9 |
5 |
5 |
5 |
6 |
3 |
6 |
8 |
Wireless carriers have rules that protect the privacy of their customers’ communications and transactions. Do you believe that applications downloaded from all “app” stores – especially services based on your location, should be required to abide by the same set of privacy protections?
|
3/10 |
3/11 |
3/12 |
| Yes |
79 |
74 |
80 |
| No |
7 |
9 |
7 |
| Don’t Know |
14 |
16 |
13 |
Some application stores are implementing a mobile apps rating system, which rates apps in a similar way movies and video games are rated, based on content and age appropriateness.
How important is it to you to have an apps rating system when you consider downloading an app for you or your family?
|
Total |
Have Child |
No Child |
| Important |
53 |
64 |
48 |
| Very (important) |
27 |
31 |
26 |
| Somewhat (important) |
26 |
33 |
23 |
| Not Important |
37 |
29 |
40 |
| Not Really |
14 |
16 |
14 |
| Not At All |
22 |
13 |
27 |
| Don’t Know |
11 |
7 |
12 |
Knowing that there are application stores that provide an apps rating system, would you be more likely or less likely to download apps for you or your family from an application store that has an app rating system than a store that doesn’t offer a rating system? If it would make no difference, just say so.
|
Total |
Have Child |
No Child |
| More Likely |
41 |
52 |
38 |
| Much (more) |
20 |
27 |
19 |
| Somewhat (more) |
21 |
25 |
19 |
| Less Likely |
10 |
8 |
11 |
| Somewhat (less) |
3 |
3 |
3 |
| Much (less) |
6 |
5 |
7 |
| No Difference |
39 |
35 |
41 |
| Don’t Know |
10 |
6 |
11 |
What type of “apps” do you or would you use most often on your cellphone or other wireless device?
|
3/11 |
3/12 |
18-29 |
30-40 |
41-55 |
56-65 |
Over 65 |
| Social Networking |
10 |
17 |
35 |
22 |
21 |
12 |
9 |
| GPS/Maps |
13 |
14 |
22 |
8 |
13 |
16 |
13 |
| Weather |
9 |
11 |
4 |
16 |
8 |
14 |
12 |
| News/Politics |
9 |
9 |
7 |
8 |
14 |
7 |
8 |
| Entertainment |
4 |
5 |
15 |
10 |
7 |
3 |
1 |
| Banking/Finance |
- |
4 |
4 |
6 |
3 |
3 |
4 |
| Sports |
2 |
2 |
0 |
4 |
2 |
2 |
1 |
| Restaurants/Dining |
1 |
2 |
0 |
3 |
2 |
3 |
1 |
| Health/Fitness |
1 |
1 |
0 |
0 |
1 |
3 |
1 |
| Education |
1 |
1 |
0 |
3 |
1 |
1 |
1 |
| Other |
2 |
2 |
0 |
3 |
1 |
3 |
3 |
| None |
10 |
7 |
0 |
4 |
5 |
7 |
12 |
| Don’t Know |
39 |
24 |
15 |
14 |
21 |
26 |
34 |
How often would you say you purchase online digital downloads such as ringtones, music, videos, games, books, software or apps to your cellphone or other wireless device?
|
3/09 |
3/10 |
3/11 |
3/12 |
18-29 |
30-40 |
41-55 |
56-65 |
Over 65 |
| DOWNLOAD |
30 |
32 |
33 |
38 |
69 |
55 |
44 |
30 |
21 |
| Everyday |
1 |
2 |
1 |
2 |
7 |
3 |
2 |
1 |
3 |
| Once/Twice a Week |
4 |
4 |
4 |
5 |
13 |
4 |
6 |
4 |
3 |
| Once/Twice a Month |
7 |
7 |
8 |
8 |
18 |
14 |
11 |
4 |
5 |
| Rarely |
19 |
19 |
20 |
22 |
31 |
34 |
25 |
22 |
10 |
| NEVER |
69 |
68 |
66 |
61 |
27 |
44 |
55 |
69 |
77 |
| Don’t Know |
1 |
1 |
1 |
2 |
4 |
1 |
1 |
0 |
2 |
Have you seen, read or heard anything about state or city governments wanting to tax the purchases of online digital downloads - such as ringtones, music, movies, videos, games, books, pictures, software or apps?
|
3/09 |
3/10 |
3/11 |
3/12 |
Have Downloaded |
Don’t Download |
| Yes |
23 |
24 |
21 |
19 |
24 |
17 |
| No |
75 |
74 |
75 |
78 |
74 |
81 |
| Don’t Know |
2 |
3 |
3 |
3 |
2 |
2 |
Which statement do you agree with more on the issue of taxing the purchases of online digital downloads?
-
Federal guidelines should establish one fair and consistent set of taxes to apply to purchases of online digital downloads.
-
Each state should have the right to decide how its state taxes the purchases of online digital downloads, even if it means the consumer could be subject to taxes from multiple jurisdictions for the same purchase.
|
3/12 |
Rep |
Dem |
Ind |
| Federal |
43 |
34 |
53 |
42 |
| State |
41 |
49 |
32 |
40 |
| Don’t Know |
16 |
18 |
15 |
18 |
Demographics
|
Which age categories do your children fall into? |
What was the youngest age your child or children got their first cellphone? |
| Under 8 |
3 |
4 |
| 9 to 12 |
24 |
46 |
| 13 to 15 |
39 |
34 |
| 16 to 17 |
45 |
10 |
| Refused |
4 |
6 |
Are you aware or do you use parental controls or settings offered by wireless carriers that allow parents to limit a child’s cellphone use, a child’s internet access, and texting and downloading?
|
Total |
| Yes |
53 |
| No |
43 |
| Don’t Know |
4 |
From what you know, about what percentage of your monthly cellphone bill is taxes and fees?
|
3/07 |
3/08 |
3/10 |
3/11 |
3/12 |
Regularly Use Cellphone |
Non-Regular Cellphone User |
| Less than 5% |
14 |
13 |
11 |
12 |
14 |
13 |
24 |
| 5% to 9% |
17 |
27 |
26 |
23 |
25 |
26 |
21 |
| 10% to 14% |
14 |
18 |
19 |
16 |
17 |
18 |
11 |
| 15% to 19% |
5 |
6 |
8 |
6 |
6 |
7 |
2 |
| 20% or More |
6 |
5 |
7 |
7 |
7 |
7 |
4 |
| Don’t Know |
44 |
32 |
29 |
36 |
31 |
30 |
38 |
| MEAN % |
10.2% |
9.7% |
10.7% |
10.4% |
9.9% |
10.3% |
7.9% |
Do you think the tax rate on your monthly cellphone service should be lower, the same or higher than the taxes you pay on general goods and services, which is approximately 6%?
|
3/08 |
3/10 |
3/11 |
3/12 |
Rep |
Dem |
Ind |
| Lower |
54 |
49 |
49 |
59 |
60 |
60 |
55 |
| The Same |
36 |
40 |
36 |
32 |
31 |
31 |
34 |
| Higher |
2 |
2 |
3 |
2 |
2 |
2 |
2 |
| Don’t Know |
8 |
9 |
13 |
7 |
6 |
7 |
10 |
Would you support or oppose Congress passing a 5-year freeze or moratorium on all new wireless taxes and fees, which would prohibit states and municipalities from raising taxes and fees on wireless services?
|
3/09 |
3/10 |
3/11 |
3/12 |
Rep |
Dem |
Ind |
| Support |
80 |
72 |
67 |
73 |
73 |
74 |
76 |
| Oppose |
13 |
19 |
18 |
16 |
20 |
13 |
13 |
| Don’t Know |
7 |
9 |
16 |
11 |
8 |
13 |
11 |
As you might know, you pay an e-911 fee on your monthly cellphone bill. The purpose of the e-911 fee is to improve the emergency response systems that locate people who dial 911 from their cel phones.
Would you support or oppose paying more to your state or municipality in e-911 fees on your monthly cellphone bill if you knew that it would pay for other general government programs and not just to improve the e-911 emergency response system for wireless service?
|
Total |
Rep |
Dem |
Ind |
| Support |
26 |
26 |
29 |
22 |
| Oppose |
64 |
68 |
59 |
67 |
| Don’t Know |
11 |
7 |
12 |
12 |
Would you support or oppose creating a new federal e-911 fee in addition to state and local e-911 fees for next generation 911 services?
|
3/11 |
3/12 |
Rep |
Dem |
Ind |
| Support |
23 |
23 |
23 |
27 |
17 |
| Oppose |
64 |
66 |
69 |
60 |
70 |
| Don’t Know |
13 |
12 |
8 |
14 |
13 |
Account & Consumer Tools Back to Top
Are you aware or unaware that all major wireless carriers provide voluntary account tools to customers such as notification alerts or updates on your usage to keep you informed and give you the opportunity to access your account and manage your wireless services if needed?
Most of today’s cellphones and accessories are recyclable or reusable products.
Have you ever recycled or donated your cellphone or any accessories?
|
Total |
White |
Afr-Am |
Hisp |
18-30 |
29-40 |
41-55 |
56-65 |
Over 65 |
Men |
Women |
| Yes |
53 |
54 |
40 |
63 |
62 |
65 |
58 |
51 |
42 |
54 |
53 |
| Recycled |
16 |
16 |
11 |
14 |
18 |
16 |
20 |
15 |
11 |
17 |
14 |
| Donated |
19 |
19 |
13 |
29 |
24 |
21 |
18 |
20 |
18 |
18 |
20 |
| Both |
18 |
19 |
15 |
20 |
20 |
28 |
21 |
16 |
13 |
19 |
18 |
| No |
44 |
43 |
56 |
35 |
36 |
34 |
41 |
45 |
53 |
43 |
44 |
| Don’t know |
3 |
3 |
4 |
2 |
2 |
1 |
1 |
4 |
5 |
4 |
3 |
Methodology
McLaughlin & Associates and Penn Schoen Berland conducted this bipartisan national survey of 1,000 adult wireless phone users, who are likely voters. It was conducted between February 28 and March 1, 2012. Interviews were conducted by professional interviewers via telephone. Selection was at random within predetermined geographic units. These units were structured to statistically correlate with actual general election turnouts. The accuracy of the sample is within +/- 3.1% at a 95% confidence interval.