Mobile Loyalty Up for Grabs as Switching Becomes Easier

Gen Z consumers more likely to switch mobile providers, OXIO survey finds

Published on Mar. 2, 2026

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A new survey from mobile technology company OXIO has found that mobile customer loyalty is increasingly up for grabs as switching between providers becomes easier, particularly among younger Gen Z consumers. The survey revealed that nearly half of Gen Z respondents are likely to switch providers in the next year, compared to just a third of older consumers.

Why it matters

As the mobile market becomes more competitive, the ability to retain customers is crucial for providers. This survey suggests that younger consumers are more open to switching, which could lead to increased churn and the need for providers to focus more on customer experience and loyalty programs to stand out.

The details

The OXIO survey polled over 2,000 US consumers and found that 48% of Gen Z respondents said they were likely or very likely to switch mobile providers in the next 12 months, compared to just 33% of consumers aged 35 and older. The survey also found that the top reasons consumers cited for switching were better pricing, more reliable service, and access to the latest devices.

  • The OXIO survey was conducted in February 2026.

The players

OXIO

A mobile technology company that conducted the survey on mobile customer loyalty and switching behavior.

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The takeaway

This survey highlights the need for mobile providers to focus on improving customer experience and offering competitive pricing and device options in order to retain their customer base, especially among younger, more tech-savvy consumers who are increasingly willing to switch providers.