Making the Connection: What Millennials and Gen Z Want From Wireless Providers
7 MIN
Millennials and Gen Z are reshaping what it means to be loyal to a wireless provider. From pricing transparency to personalized service, these generations expect more—and they’re not afraid to switch when those expectations aren’t met.
MindSumo’s research report explores what drives their decisions, what turns them off, and how providers can build lasting relationships. With insights drawn from current data and consumer feedback, we highlight the key factors shaping the future of wireless. Making the connection starts with understanding what these customers value most.
GATE
Introduction
The wireless telecommunications space is evolving quickly, largely influenced by two of the most connected demographics: Millennials and Gen Z. These tech-savvy consumers expect more from the products and services they use, and they have the spending power to back it up. Millennials alone control an estimated $2.5 trillion in global spending, according to a recent Deloitte survey.
At MindSumo, we’ve gained valuable insights into Millennials and Gen Z through our open innovation platform. With a community of over 1.5 million solvers, many from these age groups, we’ve hosted challenges that uncover what really matters to them when choosing wireless products and services. Their feedback highlights that the purchase journey is far more complex than traditional research often reveals.
This report dives into what shapes their decisions, how they discover new products, and which marketing strategies hit the mark—or fall short—based on direct input from our solver community.
The Mobile Mindset: Wireless Expectations in Today’s World
Today’s wireless customers expect more than just a good price. Feedback from our MindSumo community shows they consider performance, transparency, values, and real-world usability before choosing a carrier.
Price and Affordability
Younger consumers do care about cost, but it’s not just about finding the lowest rate. In multiple challenges, our MindSumo solvers showed a more thoughtful approach. They’re focused on the total cost of ownership, not just the sticker price.
From our challenges, a few key expectations came through loud and clear:
- Transparent pricing with no hidden fees
- Flexible payment plans
- Trade-in options that feel fair
- Bundled services that include extras like streaming
Features and Specifications
When our community participates in product development challenges, certain preferences consistently stand out. Battery life is a top priority, followed by camera quality and speed.
Beyond basic specs, our solvers value experience-driven features that enhance everyday use. In our challenges, unlimited data (without throttling) is frequently mentioned as a must-have, followed closely by 5G coverage and seamless international roaming.
Brand Reputation and Customer Service
Brand values matter more than ever. Many solvers told us they take a company’s environmental stance or social impact into account before committing. According to PwC’s 2024 Voice of the Consumer Survey, people are willing to pay nearly 10% more for sustainable products—and we’ve seen that reflected in responses to our values-based challenges.
On the service side, younger consumers want fast, convenient support, but not necessarily through traditional phone calls. Our solvers frequently mention preferring messaging apps, intuitive self-service tools, and proactive updates when something goes wrong.
Network Coverage and Performance
Coverage still matters but not in the traditional sense of map-based reach. In MindSumo challenges, solvers evaluate network quality based on real-world performance. It’s less about coverage promises and more about how the service performs in their daily lives.
Some of the questions our solvers ask include:
- Is the connection stable during a concert?
- Can I game without lag?
- How’s the signal indoors? Or during peak hours?
- Are there AI capabilities available?
Key stat: Gen Z experiences more network problems, with 15 issues per 100 uses, compared to 5 per 100 for Pre-Boomers (J.D. Power).
How Consumers Learn About Wireless Products
Education is key when trying to reach wireless consumers. When MindSumo asked our solver community about their general understanding of wireless carrier options, 26% said they only knew the bare minimum. That means finding the right ways to share information about your services is more important than ever.
Online Reviews and Forums
Today’s consumers do their homework. In our media consumption challenges, solvers say they often check multiple sources before deciding on a plan or phone. YouTube videos, Reddit threads, and Google user reviews carry significant weight. They especially appreciate when reviewers present balanced perspectives covering both pros and cons. Authenticity matters.
Social Media and Influencer Endorsements
Influencer marketing only works when it feels genuine. Across multiple marketing challenges, our solvers told us they quickly dismiss celebrity endorsements unless they’re truly aligned with the product. Instead, they respond better to micro-influencers with relevant expertise or authentic product experience. We’ve seen TikTok and Instagram play important roles in highlighting new wireless features.
Word-of-Mouth Recommendations
Personal recommendations still matter significantly. Solvers often consult friends or colleagues about their wireless experiences, especially when considering switching carriers. Group chats, DMs, and casual conversations are huge considerations during the decision journey.
Retail Experiences
Physical stores remain a key part of the buying experience. Younger shoppers often do extensive online research before visiting and come prepared with specific questions. They expect store associates to offer insights they can’t easily find online.
Key stat: In 2023, one-third of Gen Z shoppers bought a product from an influencer-founded brand (Radial).
MindSumo asked our solvers: Where are you most likely to learn about wireless products?
- Social media (35%)
- Emails (27%)
- Website (21%)
- Advertising (15%)
- Newsletters (15%)
Marketing Strategies That Work...and Ones That Don't
Marketing Strategies That Work
Deliver Personalized and Targeted Advertising
Generic ads no longer work. Our solver community consistently engages more with messages tailored to their actual habits—such as plan recommendations that adjust to usage patterns or content that addresses specific pain points they’ve encountered. They value marketing that feels like a helpful service, not just another sales pitch.
Offer Perks With a Personal Touch
Rewards like loyalty programs and exclusive deals are important, but they need to feel special. Today’s consumers are most responsive to perks that feel personalized and a bit unexpected. Examples include early device access, surprise upgrades, or community events tied to shared interests.
Create Engaging Social Media Campaigns
Our community has shown that the most effective campaigns encourage participation. Solvers appreciate challenges that allow them to co-create ideas, behind-the-scenes content that feels genuine, and thoughtful responses to their feedback. A little humor or humility can go a long way in building connection.
Demo It, Don’t Just Describe It
Hands-on experiences create lasting impressions. Our challenges show that immersive product demos, interactive plan comparisons, and hands-on community events have the most impact, especially when they tie into real-life passions like gaming or photography.
Key stat: 22% of Gen Z, the highest of any generation, relies on recommendations from influencers to build a relationship with a brand (Forbes).
Marketing Strategies That Don’t Work
Offer Overly Aggressive Sales Tactics
Today’s consumers can sense desperation. High-pressure sales techniques or “limited time offers” that never truly expire simply don’t resonate. When customers feel manipulated into sharing information or pressured toward unnecessary upgrades, they’re likely to disengage and share their negative experiences with others.
Share Misleading or Unclear Promotions
If pricing isn’t transparent, trust evaporates quickly. Solvers have flagged promotional terms that are difficult to find, unexpected fee increases, or hidden costs that appear after sign-up as major red flags.
Use Excessive Jargon and Technical Details
Even tech-savvy users want clear explanations. Our solvers often mention that feature-heavy ads don’t communicate value if they fail to explain why those features matter.
Create Poor Customer Service Experiences
Negative service experiences spread rapidly in the age of screenshots and viral posts. Solvers report frustration with automated systems and inconsistent information. When this happens, they’re quick to share their experiences with their networks.
Key stat: 54% of Gen Z consumers are likely to stop engaging with a company after a single negative customer service experience, demonstrating their low tolerance for poor service (Talkdesk).
Key Takeaways to Connect With Wireless Customers
After reviewing all the feedback from our MindSumo community, we’ve summarized the key priorities Gen Z and Millennial customers have when it comes to their wireless experience. Here’s what you can focus on to strengthen your connection with this audience:
Prioritize Education and Support
Simplify decision-making by offering tools that guide customers toward the best choices for their needs. Personalize recommendations and engage proactively to resolve potential issues before they arise.
Optimize Multi-Channel Marketing
Ensure consistency across channels but avoid repeating the same message. Tailor your content to suit the strengths of each platform, focusing on engagement rather than just broadcasting your message. Customers will notice and appreciate this thoughtful approach.
Use Feedback As a Growth Blueprint
Treat feedback as a roadmap for continuous improvement. Show customers how their input leads to real changes and provide regular opportunities for them to share their thoughts. Many Gen Z and Millennial customers are more likely to stay loyal to brands that make them feel heard.
According to MindSumo solvers, the best ways wireless providers can increase awareness of their products and services:
- Influencers
- Polls/surveys
- Exclusive partnerships
- Exclusive events
- Educational workshops
MindSumo success story:
MindSumo partnered with a major wireless provider to create a crowdsourced testing program, involving both internal employees and external customers. The goal was to ensure consistent, high-quality experiences across different devices and browsers by utilizing a diverse group of testers.
- 10-year relationship with the client
- 147 accepted submissions for this challenge
- Streamlined the process of testing new products and services
Innovation for the Wireless Industry Starts Here
As Millennials enter their peak earning years and Gen Z gains financial independence, the wireless brands that succeed will be those that listen and adapt.
At MindSumo, we’ve seen how direct engagement with younger consumers uncovers valuable insights and fosters lasting loyalty. Our open innovation platform connects wireless companies like Verizon, T-Mobile, and others with a creative, feedback-driven community of solvers. Brands that collaborate with their audience—not just for them—will shape the future of wireless innovation.
Is your company ready to co-create the future with the next generation of wireless consumers? MindSumo’s platform gives you direct access to their insights through:
- Community of 1.5+ million solvers for real-time concept testing
- 2,500+ universities with MindSumo solvers
- Proven success with top brands, including 100+ Fortune 500 organizations
- 2-3X faster than traditional ideation services, with results in weeks and not months
Ready to innovate? Fill out this form to share your challenge focus (we’ll help refine it!).
Or contact us to schedule a Zoom meeting today.
About MindSumo
The MindSumo platform connects companies to Millennials and Gen Z consumers through online projects called “challenges.” Over 100 of the Fortune 500 use MindSumo to crowdsource breakthrough insights and innovation from 1.5 million registered users. By solving challenges on MindSumo, our users earn valuable experience, win cash prizes, and stand out to potential employers—all while helping brands level up their innovation.
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