Verizon Wireless and AT&T see value perception decrease

Ted MarzilliCEO YouGov Direct
January 26, 2017, 1:22 PM GMT+0

Two of the four major wireless phone brands have experienced significant value perception declines with consumers for the last 30 to 60 days, which may create opportunities for their rivals.

Since Christmas, Verizon Wireless’ consumer value perception moved to its lowest point in at least six years, while AT&T has been declining steadily since early December to fall behind the other three in this key consumer metric.

Verizon may have been particularly impacted by ordering its unlimited data customers who use more than 200GB to either switch to a limited data plan by mid-February or be disconnected.

On December 1st, AT&T announced it was raising the monthly price of DirecTV anywhere from $2 to $6, depending on the plan.

With both Verizon Wireless and AT&T falling, T-Mobile has had the value perception lead to itself since Christmas. Sprint bounced up modestly over the past 10 days to move ahead of AT&T. 

YouGov BrandIndex measured AT&T, Sprint, T-Mobile and Verizon Wireless with its Value score, which asks respondents: "Does it give good value for what you pay?"

Value: Verizon Wireless, AT&T, T-Mobile, Sprint