2012 Annual Consumer Survey

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.

Consumer Lifestyle Back to Top

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


Consumer Satisfaction Back to Top

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?
  1. A proposal that ensures one consistent national set of rules and regulations for wireless services.
  2. 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


Applications Back to Top

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


Digital Downloads Back to Top

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?
  1. Federal guidelines should establish one fair and consistent set of taxes to apply to purchases of online digital downloads.
  2. 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


Parental Controls Back to Top

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


Taxes & Fees Back to Top

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?
Total Regularly Use Phone Not Regularly 18-30 29-40 41-55 56-65 Over 65
Aware 57 61 36 62 70 67 54 37
Unaware 38 35 53 35 22 29 40 55
Don’t know 6 5 11 4 8 4 5 8


Recycling Back to Top

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.