Consumer Demand for Mobile Phone Service in the US: An Examination beyond the Mobile Phone

Christian M. Dippon Abstract If casual observation is an accurate indicator, consumers make their mobile purchasing decisions based solely on the type of mobile phone that mobile service providers are offering as part of a bundle of services. This raises the question of whether other service bundle components matter to consumers. In light of increased competition and saturation in the US mobile sector, gaining a deeper understanding of consumer choice is critical not only for the development of effective market strategies but also for policymaking. The present study uses a stated-preference survey to offer direct insights into the demand determinants for mobile service bundles.