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SENSOR TOWER · ABRAHAM YOUSEF · MARCH 2024
Mint Mobile Stays Fresh
The telecom industry faces high customer churn due to competitors offering similar discounts and promotions. Verizon, AT&T, and T-Mobile saw ~50% of mobile app users churn providers in 4Q23. Also, Sensor Tower data shows that apps in the prepaid cohort are seeing higher levels of MAU and download growth than postpaid services.
Key Takeaways:
A majority of the postpaid app cohort experienced declines in downloads in 4Q23. AT&T, T-Mobile, and Spectrum saw downloads fall by -15%, -10%, and -5% YoY, respectively
Even as T-Mobile’s new subscriber base slowed, the company had the strongest MAU growth in 4Q23 (+20% YoY) as the brand has maintained and retained current customers with its T-Mobile Tuesday promotion and its recently launched Magenta Status
Verizon accounted for nearly 30% of US ad spend across the enterprise cohort in 2023 and was the 14th overall largest advertiser by US ad spend this past year, though ST data shows that its heavy marketing push and attractive initial offers may have faltered in retaining app users
Verizon saw the highest increase in mobile app user churn out of the cohort in 2023, up 5% since 4Q22
Mint Mobile had ~50% of US ad spend across the prepaid cohort in 4Q23. Mint Mobile heavily outspent competitors when filtering by keywords connected to holiday messaging and offer-driven deal messaging, accounting for 64% and 66% of US ad spend across the cohort in 4Q23, respectively
For more information, request the full report from reports@sensortower.com.
