target audience: TECH SUPPLIER Publication date: May 2023 - Document type: IDC Survey - Doc Document number: # US50077023
U.S. Consumer Tech Brand Trust Index, 1Q23: Wireless and Broadband Providers
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Abstract
This IDC Survey tells the story of the battle between Verizon, AT&T, T-Mobile, Comcast, and Spectrum for the hearts and minds of wireless and broadband consumers. T-Mobile has improved its competitive position by leveraging the brand's excellent user experience and user brand advocacy to spread the brand's value story among competitive customers.
The document compares all five brands against each other (as a more focused competitive set) while providing comparisons against a broader competitive set of 35 other consumer tech brands across multiple tech categories. This unique view provides unmatched perspective and insight.
"T-Mobile has been on fire, leveraging its reputation for outstanding user experience and customers' strong willingness to recommend the brand, leaving Verizon and AT&T on their heels," said David Myhrer, research VP for Consumer Strategies at IDC. "The low NPS scores for Spectrum and Comcast are incompatible with long-term brand growth. They must fix the customer experience."