Rural Wireless Customers Are High Value Subscribers, Reveals Current Analysis Survey Commissioned by CCA
Research debuted at CCA’s Annual Convention shows high percentage of rural wireless subscribers in all income segments choose smartphones, data plans and other high-value offerings at high rates.
Sterling, VA, USA, September 16, 2013 – Current Analysis, the market leader in continuous, tactical market intelligence and analysis for the telecommunications and technology markets, today announced the results of a survey commissioned by Competitive Carriers Association (CCA) that provides insight into the priorities and perceptions of rural mobile subscribers. Findings revealed that rural customers in all income brackets choose smartphones and data plans at high rates, challenging conventional wisdom about consumer habits in smaller wireless markets. Current Analysis released the survey at CCA’s 2013 Annual Convention, taking place this week at The Cosmopolitan of Las Vegas.
Among the interesting data points revealed:
- More than 80 percent of rural subscribers who plan to purchase within the next three months plan to purchase a smartphone; 10 percent plan to purchase a tablet; only nine percent plan to purchase a feature phone
- Almost 70% of individuals surveyed making $25,000 per year or less plan to purchase a smartphone 34 percent of rural smartphone users use wireless exclusively
- Close to 40 percent of rural wireless consumers feel they have less choice when it comes to devices and service plans as compared to subscribers in metro areas
“We are thrilled to join Competitive Carriers Association in this investigation into rural wireless consumers’ habits,” commented Dave Lemelin, Director of Custom Research at Current Analysis. “Our analysis shows that rural customers seeking mobile solutions enter the purchase process with specific expectations which sometimes evolve as they weigh their local and online options.”
Current Analysis’ analysts will share additional insights from the research during a sponsored pre-conference session at CCA, taking place at 1:45 pm PDT today, entitled, “Consumers, Services & Networks: What it Means to be Competitive.”
“We’re excited to conduct this study and be a part of this groundbreaking research,” added Peter Jarich, Vice President of Consumer and Infrastructure at Current Analysis. “In the end, rural subscribers are just like everyone else. They want and will use high-value devices, high-speed networks and innovative new wireless services. It is up to the industry to take advantage of the opportunity these markets present.”
“The findings in Current Analysis’s research are significant,” said Steven K. Berry, president and CEO, CCA. “The data shows that lower income individuals in rural areas are choosing to buy the more expensive devices – smartphones. This should be a clear indication to policymakers that there is demand for high-speed mobile broadband in rural areas, and competitive carriers must have the ability to continue to build out their networks in these areas. Additionally, just as in urban areas, the research shows that rural customers are dropping wireline services. Rural wireless subscribers often use their mobile device as their primary internet and communications tool, and seamless connectivity must be a reality for these subscribers. We’re thrilled to see that Current Analysis’s research helps to highlight the demand for high-speed wireless networks, sophisticated devices and innovative service offerings in these often under-served communities, along with the great opportunity for competitive carriers who can meet these demands.”
For more information on Current Analysis’ Business Network and IT Services solutions, including Enterprise Networking and other areas of coverage, please go to http://www.currentanalysis.com/d/2013/CCA-Convention/.
CCA is the nation's leading association for competitive wireless providers and stakeholders across the United States. The licensed service area of CCA's more than 100 members covers 95 percent of the nation. Visit http://www.competitivecarriers.org.
About Current Analysis
Current Analysis (http://www.currentanalysis.com) is the only provider of real-time, in-depth tactical market intelligence, analysis, and advice. The company has been helping leading telecommunications, information technology and business software companies improve their market intelligence, identify strategic growth opportunities, and win more business. For more than 15 years, sales teams, product managers, marketing professionals, and executives have relied on Current Analysis as a trusted partner to improve their ability to anticipate and quickly take action on market opportunities and competitive threats. The company serves more than 35,000 professionals at over 1,400 global enterprises.
Media Strategies on behalf of CCA