2016 Acquisition and Retention Study

Should I stay or should I go now? This question remains as topical as ever for mobile customers. It was a key finding of Nokia’s 2016 Acquisition and Retention Study, which found that 14 percent of consumers are likely to churn in the next 12 months. Designed to help mobile operators understand current trends in consumer behaviour, the 2016 Acquisition and Retention Study will help them make more informed decisions when developing customer acquisition and retention programs.

The study includes specific insights which will be detailed further in our report series. For example:

  • The key drivers for churn across global markets
  • The factors leading to increased data and Wi-Fi usage
  • Current security concerns and their connection to churn
  • Consumer attitudes towards new operator revenue opportunities, such as mobile advertising and connected devices.

Global Summary Report