Crossed Wires

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Consumers are awash in offers for telecom offers. But is any of it getting through to consumers? Not really, according to a study by Wirthlin Worldwide. And what does get through is causing confusion and very little brand awareness or loyalty. For example, while 76 percent of Americans are aware of cell phones, and 97 percent of those use one, very few can name the industry leaders: Verizon, Sprint PCS, and AT&T have unaided awareness levels of only 25 percent, 22 percent, and 18 percent, respectively. And loyalty, what's that? In the long-distance space, for instance, a full 41 percent of consumers have switched providers in the past 12 months, the primary reason being cost (67 percent), followed by discontent (16 percent).


Just 12 percent of Americans are aware of wireless Internet, but among those who are aware, almost three-quarters (72 percent) use the technology.

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