Consumer Cellular ranked first in overall brand performance and customer loyalty for the third consecutive report, according to Market Force Information’s 2026 Wireless Benchmark Study. The findings highlight differences in customer experience between smaller wireless brands and major national carriers, as pricing pressure continues to influence consumer switching decisions.

Based on a survey of more than 1,600 wireless consumers, the study places Consumer Cellular and Cricket at the top of its overall brand and Customer Loyalty Index (CLI) rankings. AT&T and Verizon ranked at the bottom of the field on the loyalty measure, with scores of 3.90 and 3.96, respectively, both below the study’s 25th-percentile benchmark of 4.08.

The results point to customer experience as an increasingly important competitive factor in a market where established carriers face continued pressure from lower-cost providers and mobile virtual network operators (MVNOs).

"What we're seeing is a structural disconnect between market dominance and customer satisfaction," said Sherri Weed, Chief Operating Officer at Market Force Information. "The carriers with the largest subscriber bases are not delivering the experiences that create loyalty. That's not just a customer experience problem, it's a business risk, and the data makes that very clear over time."

Pricing Remains the Leading Driver of Switching

Nearly one in five wireless customers (19%) said they are actively considering switching providers. Cost of service was the leading reason cited, accounting for 12% of responses, followed by promotional deal-seeking at 10.3%. The pattern has persisted across the study’s 2023, 2025, and 2026 research waves.

Network performance also remains a factor in provider selection. Data speed accounted for 8.5% of reported switching reasons, while call clarity represented 7%, underscoring the continued importance of service quality alongside price and promotions.

At the same time, customer-reported problem rates improved across the industry, declining from 30% in 2023 to 22% in 2026. The reduction suggests progress in consumers’ reported service experiences, even as carriers continue to compete on pricing, reliability, and customer retention.

Samsung Edges Ahead in Brand Competitiveness

The study also found a shift in device brand perceptions. Samsung surpassed Apple’s iPhone in Market Force’s Brand Competitiveness Ranking for the first time in the study’s history.

The findings reflect the study’s broader examination of wireless customer experience, brand image, loyalty, switching behavior, device satisfaction, and demographic trends.

The 2026 report is the third wave of Market Force’s wireless benchmarking research, following previous studies conducted in 2023 and 2025. The research is part of the company’s ongoing panel studies measuring consumer experience and brand performance across multiple industries.

Explore the latest results from their ongoing panel studies, ranking the top brands across multiple industries, at marketforce.com/panel-results.

Source: Market Force Information

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