Seventy percent of consumers reassess their mobile plans at least once a year according to the just-released OXIO 2026 Mobile Consumer Survey.
Gen Z is even more discerning, examining their mobile plans at least every six months, with some looking at their plans quarterly to see if they can get a better deal elsewhere. More than half (56%) of the survey respondents are open to buying their mobile service from a retailer, while 90% of GenZ say store access is important.
A desire for independence is moving younger consumers off family plans sooner, according to the survey. Millennials and Gen Z exit family plans between ages 19 and 22, nearly 15 years earlier than Boomers and Gen X.
Among the mobile survey’s other findings:
- 44% of consumers report having used eSIM, with a large majority (85%) saying they had a positive experience.
- eSIM adoption is highest among Millennials (57%) and Gen Z (60%).
- Nearly half of consumers say instant eSIM activation would make them more likely to switch providers, with the results higher for Millennials (67%) and Gen Z (69%)
“Last year, our research signaled that consumers were open to change. In 2026, that openness became action,” Nicolas Girard, OXIO CEO, said in a prepared statement about the mobile survey.
“Consumers are not passively renewing mobile plans. They are actively evaluating them, comparing value, scrutinizing pricing, and reassessing providers more frequently. Mobile is evolving from a static utility into a dynamic service relationship, and the next era will belong to those who reduce complexity, communicate transparently, and activate seamlessly.”
One of the reasons that so many are open to switching is that the major carriers each have good network performances, according to a recent Ookla report. The three major mobile carriers — AT&T, T-Mobile, and Verizon — all had positive results in Ookla “State of the Mobile Union” report for the second half of last year.
