Vodafone.de came first with a score of 63 points, followed by Amazon.de with 59. Telecom providers O2online.de and T-Mobile.de came third and fourth. Vodafone managed to secure the highest preference: 11% of potential customers put Vodafone in first place, 12% in second place, and 9% in third place. Check24.de, Amazon.de and 1und1.de scored highest on conversion, but a lot lower on findability than Vodafone and T-Mobile.
Potential customers in the German market were instructed to go online to look for a mobile phone and plan. How do they go about this? Which providers do they encounter, which parties are found? Do they continue, or do they give up? Why do they continue, and why do they give up? Which parties get preference? What do potential customers like about the ordering process, and what do they dislike? WUA!'s maps the entire German telecom market on desktop/laptop from the perspective of potential customers. Besides Vodafone, Amazon, O2 and T-Mobile, the following providers were found often enough and assessed by the respondents, and included in the rankings: 1un1, Check24, Congstar, eBay, BASE, Preis24, Sparhandy, Mobilcom Debitel, MediaMarkt and Blau.
The aim of the study is to detail the digital experience of consumers searching for a mobile phone and plan - who they choose to buy from, and especially why. According to the researchers, digital excellence is an absolute necessity to beat the competition.
