Social Platforms are Reshaping how Younger Consumers Choose Telecom Providers

Snapchat, in partnership with market research firm Alter Agents, released new research examining how Gen Z and Millennial consumers evaluate and choose telecommunications services. The study highlights the life events that prompt younger consumers to change carriers and underscores the increasing role of social media in shaping telecom purchasing decisions.

As competition intensifies across the telecommunications sector and providers face persistent customer churn, the research finds that brand loyalty among younger audiences remains limited. According to the study, 69% of Snapchat users have switched service providers since activating their first plan, most often citing pricing, network reliability, and overall customer experience as the primary drivers. The findings also indicate a high level of purchasing independence, with 78% of Gen Z respondents reporting that they make their own decisions when selecting telecom services.

"Younger consumers are more willing to switch and are more influenced by social signals than any generation before them. This study shows that social isn't just driving awareness, it's pivotal to driving action," said Jeffrey Olgin, Senior Manager, Client Partner, Telco at Snapchat.

Olgin further states,"Snapchatters turn to creators and their community to validate decisions, and that influence translates into measurable switching behavior. For carriers in a high-churn market, showing up authentically in these high-intent moments can drive real growth."

Key findings from the study include:

• Social Platforms are Central to Telecom Research: While traditional search remains part of the decision journey, 71% of Snapchat users report using social media to research wireless providers and service plans—nearly twice the rate of non-users.
• Digital Advertising Accelerates Decision-Making: More than half (55%) of Snapchat users say they have purchased a wireless plan or switched carriers after seeing an advertisement on a social platform.
• Creator and Peer Influence Shapes Provider Selection: Snapchat users are twice as likely as non-users to consider signing up with a telecom brand after seeing a creator discuss it. Additionally, 70% report that they first turn to friends and family on social platforms when seeking information about providers.
• Life Milestones Create Switching Opportunities: Major life transitions—such as graduating from school or starting a new job—often trigger the search for new telecom services, creating high-intent windows when younger consumers are actively evaluating plans and providers.

"Selecting a wireless, TV or internet provider has become a key signal of adulthood for younger generations, and they rely on social validation to navigate that choice," said Katie Zmijewski, Research Director at Alter Agents. "To connect with these consumers, brands must move beyond reputation and engage directly where they are evaluating their options."

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