Wireless customers are showing increased dissatisfaction with their online and in-store experiences for the first time in a couple of years, according to a new report from J.D. Power.
The J.D. Power 2025 U.S. Wireless Customer Care Study – Volume 1 (additional reports on the subject will be released later in the year) showed that overall satisfaction with in-store and website experiences declined 8 and 10 points (on a 1,000-point scale), respectively, from the previous study.
Even though overall rankings were down, T-Mobile continued its run of leading mobile network operators with a score of 837 — significantly above the average of 819 — to lead the segment for the 15th consecutive wireless report.
Spectrum Mobile took the top spot in the full-service mobile virtual network operators segment with 845 scores, edging out Metro by T-Mobile (836). Cricket (832) ranks third.
Consumer Cellular was the top-rated value mobile virtual network operator, marking the 18th consecutive wireless report it has led in this category. Consumer Cellular’s 883 score outpaced the 857 of Mint Mobile and the 821 of Visible by Verizon.
“Wireless offerings have become more complex with bundling, adding different products, payment plans, and sales,” Carl Lepper, J.D. Power senior director of technology, media and telecom, said in a prepared statement.
“Representatives are trained on each of these different aspects of customer care, however, frequent changes to offers and the combination of products require near mastery to give an exceptional customer experience. Simplification for representatives and customers alike could reduce wait times and effort thus increasing overall satisfaction.”
The decline in customer satisfaction is likely due to an increase in problems from nine per 100 uses in the first half of 2024 to 11 per 100 uses, according to the J.D. Power 2025 U.S. Wireless Network Quality Performance Study, Volume 1 report issued earlier this month. The report showed that Gen X and Gen Y subscribers use phones an average of eight hours every two days. Most of the use is for streaming, gaming, or browsing.
