At A Glance
Telecom buyers shop, switch, and upgrade across multiple channels, making purchase behavior, switching motivations, and timing important for audience strategy. As competition expands across wireless, home internet, and devices, Experian Audiences helps marketers identify relevant consumers using shopping behaviors, purchase interests, and other signals to plan more targeted campaigns.Key takeaways
- Wireless carriers can’t compete on plan price alone anymore, so offers, bundles, trade-in deals, and messaging carry more weight.
- A growing share of telecom sales happens through retailers, resellers, and third-party staff, giving some carriers and device makers a partial view of their own buyers.
- Most consumers are open to switching carriers, but their motivations differ, so marketers need to match the right offer and message to the right type of switcher.
- Phone launches, upgrade offers, and bundle decisions often connect to recurring purchase moments, giving telecom and related brands clear opportunities to plan campaigns around consumer behavior. Experian Audiences helps marketers reach consumers based on shopping behaviors, purchase interests, and other relevant signals, so they can plan more timely, targeted campaigns.
Why telecom marketing needs more than a plan price pitch
Telecom competition once centered largely on plan pricing, but consumer priorities now extend beyond cost alone. Price remains a major factor, in an Oxio consumer survey, 85.02% of surveyed consumers citing it as a key consideration when choosing a mobile provider. However, 33.40% prioritize better network coverage as a reason to switch, while 74.80% would consider switching for a more personalized plan that could save them money. Carrier margins have also narrowed, reducing the ability of price alone to distinguish one brand from another. Carriers now rely more heavily on bundles, trade-in deals, and promotions to attract and retain customers.
The set of companies vying for those customers has changed too. Cable companies now sell wireless services without owning wireless network infrastructure. Comcast’s Xfinity Mobile and Charter’s Spectrum Mobile pay a major carrier for network access and resell service under their own brands, a setup known as a Mobile Virtual Network Operator (MVNO). This model lets them price aggressively, and together these two brands picked up 45% of all new wireless customers added in 2025. At the same time, wireless carriers are moving into home internet using cell towers instead of cable lines, and the major carriers now have the network capacity to serve up to 32 million fixed wireless access customers.
As telecom competition expands across providers and services, the ways consumers purchase phones and plans are evolving too. Most phone and plan purchases now take place somewhere other than a carrier’s own store. Walmart Supercenter alone accounted for 17.4% of all wireless store visits in the U.S. in Q2 2025, and third-party retail vendors staff much of that activity rather than carrier employees.
As telecom competition evolves, carriers, device makers, and retailers face new challenges in understanding and reaching consumers. Experian Audiences help marketers navigate these changes with audience strategies built around three key signals: who’s actually buying, who’s open to switching and why, and when people are most likely to act.
Three audience challenges shaping telecom marketing
Three audience challenges shape telecom marketing today:
- Limited buyer visibility
- Matching switchers with the right offer
- Promotion and upgrade timing
Addressing these challenges will help marketers align audience strategies with campaign goals through understanding:
- How incomplete purchase data changes prospecting
- How mixed switching motivations shape messaging
- How deal-driven moments shape the upgrade decision
1. Limited buyer visibility: How incomplete purchase data changes prospecting
A growing share of telecom transactions takes place through channels where the carrier or device maker has partial or no visibility into who made the purchase. Third-party vendors typically staff Walmart’s wireless counters, and Best Buy is building out its own marketplace business, adding another seller layer between manufacturer and buyer. Discount brands like Mint Mobile and Visible resell service on a larger carrier’s network, and that carrier’s visibility into those customers can vary based on the resale agreement. Carriers and device manufacturers still maintain direct customer relationships, but those relationships don’t capture every buyer. A retailer, reseller, staff provider, or network owner may sit between the telecom brand and the end customer. That makes it more difficult to build a full view of a best customer from direct sales data alone
Experian Audiences helps carriers and device makers reach relevant consumers beyond those they can identify through their own customer data. Marketers can use carrier-spend signals alongside retailer and electronics-shopping behaviors to identify potential buyers, including consumers who purchase through third-party channels.
Experian Audiences you can activate to rebuild buyer visibility
- AT&T Mobile Phone Spenders
- Big-Box Electronics Stores: High Spenders
- Consumer Electronics: In Store High Spenders
- Electronics Stores
- Mobile Enthusiasts
- Mobile Phones
- T-Mobile Mobile Phone Spenders
- Verizon Mobile Phone Spenders
- Walmart High Spenders
- Wireless: Cell/Mobile Phone Service Spenders
How to use these audiences
Activate a carrier spender audience, such as Verizon Mobile Phone Spenders, alongside a retailer-based audience like Walmart High Spenders or Big-Box Electronics Stores: High Spenders to reach relevant buyers beyond a carrier’s direct customer base. Activate Mobile Phones or Mobile Enthusiasts to extend reach to consumers showing interest in mobile devices, even when marketers don’t know where those consumers will ultimately shop or make a purchase.
2. Matching switchers with the right offer: How mixed switching motivations shape messaging
In 2025, 90.54% of consumers said they’d consider switching to a MVNO, and 39.21% said they’d definitely leave their current carrier. But willingness to switch doesn’t mean every consumer wants the same thing. A basic prepaid household may respond to a different offer than a household considering wireless, internet, and streaming together. AT&T linked a recent increase in customer-loss rates to increased switching activity and device upgrade cycles, and Americans switch carriers most often in March, January, and December.
Experian Audiences helps marketers move from identifying likely switchers to matching them with relevant offers. Marketers can start with switcher segments for specific carriers, then add prepaid, cord-cutting, or bundle-receptive signals to distinguish audiences that may respond to a value-focused message from those that may respond to a bundled-service offer.
Experian Audiences you can activate to engage switchers and build bundles
- Likely AT&T Mobile Service Switchers
- Likely Boost Mobile Service Switchers
- Likely Cricket Mobile Service Switchers
- Likely T-Mobile Service Switchers
- Likely Verizon Mobile Service Switchers
- Mobile Phone Service Providers (those actively in market for a new provider)
- Prepaid Phone & Calling Card users
- Prepaid Recurring Phone Services High Spend
- Streaming First Cord Cutters
- Wireless Phone Service Switchers
How to use these audiences
Activate Wireless Phone Service Switchers as the foundational audience, then add a carrier-specific segment like Likely Verizon or Likely Boost Mobile Service Switchers for conquest campaigns, Prepaid Recurring Phone Services High Spend for budget-led messaging, or Streaming First Cord Cutters for a bundle pitch. A cable company’s wireless brand looking to win back switchers in January, a peak switching month, could pair Wireless Phone Service Switchers with Mobile Phone Service Providers, then split messaging by value versus bundle appeal.
3. Promotion and upgrade timing: How deal-driven moments shape the upgrade decision
Deals play a major role in consumers’ decisions to upgrade their phones, often carrying more weight than the device launch itself. Research around the iPhone 17 launch found that discounts, holiday offers, and low monthly financing drove over 70% of consumers’ upgrade decisions, while 85% of potential upgraders were still waiting to make a purchase six weeks after launch. Trade-in programs returned $6.4 billion to U.S. consumers in 2025, up 42% year over year. These opportunities repeat around launch season, back-to-school, the holidays, and device eligibility, creating relevant moments for carriers, retailers, device makers, accessories brands, entertainment companies, and financing providers.
Experian Audiences helps marketers align campaigns with those moments by pairing purchase-propensity signals with seasonal and launch-driven audiences. Marketers can focus promotions on consumers who already show signs of electronics spending, device interest, or seasonal shopping behavior, connecting the offer to audiences more likely to be considering a purchase.
Experian Audiences you can activate around launch and promotion windows
- Amazon Prime Day Shoppers
- Big-Box Electronics Stores: High Spenders
- Consumer Electronics: In Store High Spenders
- Consumer Electronics: Online High Spenders
- Electronic Device Protection Plan Buyers
- Holiday Shoppers: Consumer Electronics
- Household Electronics Annual Spend $2,500 Plus
- Mobile Phone Accessories (mobile phone accessories shoppers)
- Mobile Phones (new mobile phone shoppers)
- Phone Accessory Purchasers, 90-Day Recency
How to use these audiences
Activate Consumer Electronics: Online High Spenders alongside Holiday Shoppers: Consumer Electronics or Amazon Prime Day Shoppers to reach people already primed to spend, then add Electronic Device Protection Plan Buyers and Phone Accessory Purchasers for cross-sell at the moment of upgrade.
The same three challenges, extended to small business buyers
Limited visibility, mixed switching motivations, and deal-driven timing aren’t only consumer patterns. Small-business owners buy wireless service, devices, and connectivity through many of the same third-party channels, switch providers for a similarly varied set of reasons, and respond to the same seasonal promotion calendar.
Marketers can treat this group as a smaller, complementary extension of the three challenges above rather than a separate problem to solve. A focused campaign can address business wireless plans, devices, connectivity, and telecom utility needs without shifting the direction of a primarily consumer-facing program.
Experian Audiences to consider for a small business wireless or connectivity campaign
- Business Founder and Owner Households
- Business Utilities (business owners responsible for telecommunications decision-making)
- Occupation: Small Business Owners
- Recently Started Business Owners
- Small Business Growth and Operations Engagers
When are telecom audiences most receptive to outreach?
Timing matters as much as audience selection in telecom marketing. Three moments can shape when people are ready to act.
Back-to-school and holiday shopping
Back-to-school device refreshes and the holiday shopping season, including Amazon Prime Day and Black Friday, align with periods when households may already plan electronics purchases. Activate Holiday Shoppers: Consumer Electronics and Amazon Prime Day Shoppers to align upgrade and bundle offers with existing spending intent.
Peak switching months
Switching activity varies throughout the year. March, January, and December are the strongest windows for win-back and conquest campaigns, particularly when marketers pair carrier-specific switcher audiences with prepaid or bundle messaging that reflects the audience’s reason for considering a change.
Device launch season
While device launches aren’t the only factor driving upgrades, they still prompt many consumers to consider a new phone. Deals and promotions can influence when those consumers make a purchase, including in the six or more weeks following a launch. Activate Consumer Electronics: Online and In Store High Spenders, Phone Accessory Purchasers, and Electronic Device Protection Plan Buyers to reach consumers showing signs of purchase interest.
Explore our syndicated audiences guide for more seasonal and launch-ready segments
What sets Experian Audiences apart?
Custom audiences
Need a custom audience? Reach out to our audience team, and we can help you build and activate an Experian audience on the platform of your choice.
Partner Audiences
Explore some of our Partner Audiences that complement Experian Audiences across key telecom use cases, with flexible activation through Experian’s data marketplace or leading activation platforms.
Evertune
- AI Retargeting > Tech & Electronics > Mobile Devices
- AI Retargeting > Tech & Electronics > Phone Plans
Facteus
- Purchase History > Technology / Media / Telecom > Telecom > SPECTRUM > Lapsed Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > T-MOBILE > Low Spend Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > VERIZON > Active Subscriber
NinthDecimal
- Seasonal > Black Friday Shoppers > Big Box Visitors
- Seasonal > Black Friday Shoppers > Electronics Store Visitors
- Shopper > Electronics Retailers > Best Buy > Loyalists
- Shopper > Electronics Retailers > Mobile Phone Carriers > Verizon Subscriber
Start.io
- Demographics > Family Flag > Parents with Teenagers > Parents with Teenagers
- Device Ownership > Smartphones > iOS (Apple) > iPhone SE > iPhone SE Users
- Device Ownership > Smartphones > Samsung > Galaxy A34 > Galaxy A34 Users
For a full list, download our syndicated audiences guide.
Leading activation platforms
Whether you want to activate audiences directly or build a customized media strategy, Experian gives you flexible ways to reach the right consumers.
Our 4,000+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, and TV.
Choose the activation path that works best for your campaign:
- Activate syndicated audiences directly through your preferred platform.
- Work with our team to build a curated media strategy tailored to your goals.
Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok, or on a platform not listed above? Contact us today.
Premium inventory through Curated Deals
Looking for a more customized solution? Curated Deals combine trusted audiences with premium inventory into a private marketplace built specifically for your campaign objectives. Our experts help you design, activate, and optimize a strategy that fits your audience and campaign needs.
Reach the right audiences for your industry
Reach telecom buyers with Experian Audiences
Telecom buyers don’t behave as one market. Experian Audiences helps marketers account for differences in purchase channel, switching motivation, and upgrade timing, then reach likely buyers across programmatic, social, connected TV, and curated media environments. Building audience strategy around how people shop, switch, and spend gives marketers a clearer path from audience selection to action.
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FAQs
Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data. They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners. Marketers can choose from 4,000+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk. For a deeper look at our audience catalog, explore our syndicated audience guide.
You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent private marketplaces (PMPs).
Yes, you can combine your own first-party data with Experian’s 4,000+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine.
Appendix
Limited buyer visibility
- Retail Shoppers: Purchase Based > Technology/Telecom > AT&T mobile phone Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Big-Box Electronics Stores: High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Consumer Electronics: In Store High Spenders
- Mobile Location Models > Visits > Electronics Stores
- Audigent > Affinity > Technology > Mobile Enthusiasts
- Audigent > In-Market > Consumer Electronics > Mobile Phones
- Retail Shoppers: Purchase Based > Technology/Telecom > T-Mobile mobile phone Spenders
- Retail Shoppers: Purchase Based > Technology/Telecom > Verizon mobile phone Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Walmart High Spenders
- Retail Shoppers: Purchase Based > Technology/Telecom > Wireless: Cell/Mobile Phone Service Spenders
Switching and offer matching
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely AT&T Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely Boost Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely Cricket Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely T-Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely Verizon Mobile Service Switchers
- Audigent > In-Market > Telecom > Mobile Phone Service Providers
- Lifestyle and Interests (Affinity) > Purchase Behavior > Prepaid Phone & Calling Card users
- Purchase Predictors > Shoppers All Channels > Prepaid Recurring Phone Services High Spend
- Lifestyle and Interests (Affinity) > Cord Cutters > Streaming First Cord Cutters
- Retail Shoppers: Purchase Based > Technology/Telecom > Wireless Phone Service Switchers
Promotions, launches, and timing
- Lifestyle and Interests (Affinity) > Personas (US) Seasonal > Amazon Prime Day Shoppers
- Retail Shoppers: Purchase Based > Shopping Behavior > Big-Box Electronics Stores: High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Consumer Electronics: In Store High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Consumer Electronics: Online High Spenders
- Retail Shoppers: Purchase Based > Lifestyle and Interests > Electronic Device Protection Plan Buyers
- Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Consumer Electronics
- Consumer Financial Insights > Discretionary Spend – Electronics > Household Electronics Annual Spend $2,500 Plus
- Audigent > In-Market > Consumer Electronics > Mobile Phone Accessories
- Audigent > In-Market > Consumer Electronics > Mobile Phones
- Retail Shoppers: Purchase Based > Ecommerce > Phone Accessory Purchasers – 90 Day Recency
Small business extension
- Demographics > Occupation > Business Founder and Owner Households
- Audigent > IAB > Business and Finance > Business > Business Utilities
- Consumer Behaviors > Occupation: Small Business Owners
- Publisher Derived > Life Events > Recently Started Business Owners
- Publisher Derived > Interest: Business and Industrial > Small Business Growth and Operations Engagers
Partner Audiences
Evertune
- AI Retargeting > Tech & Electronics > Mobile Devices
- AI Retargeting > Tech & Electronics > Phone Plans
Facteus
- Purchase History > Technology / Media / Telecom > Telecom > SPECTRUM > Lapsed Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > T-MOBILE > Low Spend Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > VERIZON > Active Subscriber
NinthDecimal
- Seasonal > Black Friday Shoppers > Big Box Visitors
- Seasonal > Black Friday Shoppers > Electronics Store Visitors
- Shopper > Electronics Retailers > Best Buy > Loyalists
- Shopper > Electronics Retailers > Mobile Phone Carriers > Verizon Subscriber
Start.io
- Demographics > Family Flag > Parents with Teenagers > Parents with Teenagers
- Device Ownership > Smartphones > iOS (Apple) > iPhone SE > iPhone SE Users
- Device Ownership > Smartphones > Samsung > Galaxy A34 > Galaxy A34 Users
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in adtech. Today’s interview is with Georgia Campbell, Head of Strategic Partnerships at Kontext. What types of audiences does Kontext provide, and what are some top use cases for these insights in marketing strategies? Kontext leverages its 1st-party, deterministic shopping data to generate real-time online audiences. What sets Kontext apart is our ability to see the entire consumer journey, from shopping interest to intent and purchases, at a SKU-level. This comprehensive visibility allows us to create purchase-based audiences across various consumer verticals, such as frequent online shoppers, consumers shopping for beauty, segments using Mastercard, or Black Friday enthusiasts. Our data engine, built on a foundation of approximately 100 million consumer profiles and over 10 billion full-funnel, real-time shopping events, enables the creation of precise audience segments. This real-time 1st-party shopper data is invaluable for partners aiming to understand and engage with consumers more effectively. Whether a brand wants to activate past shoppers in a specific category or reach new audiences with a propensity to buy, Kontext provides the insights needed to make informed decisions. Some examples of audience types include these (and hundreds more): In-Market Shoppers: Consumers showing high intent to purchase specific categories, like skincare or electronics, based on recent online behavior. Past Purchasers: Shoppers who have made verified purchases within specific time frames, such as beauty products in the last 18 months. Frequent Shoppers: High-frequency buyers identified through repeated purchasing behaviors. Seasonal Shoppers: Consumers active during key shopping seasons, like Black Friday, Mother’s Day, Valentine’s Day, etc Premium Buyers: Shoppers who used a premium CC (eg. Amex) and a higher AOV (average order value) Beauty Buyers: an audience that has indicated intent to purchase beauty products (deterministic past purchasers also avail) By using Kontext data, brands can identify the right audiences across multiple verticals, such as retail, CPG, health & wellness, auto, business, energy & utility, financial, and travel. Additionally, our collaboration with Experian allows further refinement of these audiences through layered data from specialty categories like demographics, lifestyle & interests, mobile location, and TV viewing habits. How is Kontext’s data sourced, and what differentiates it from other data providers? Kontext’s data is unique because it is deterministic, 1st-party, and collected as transactions occur. We capture the entire path-to-purchase, down to the SKU-level product detail, across 100 million consumer profiles and more than 10 billion real-time shopping events. Our proprietary technology, embedded in widgets across our 5 million premium online destinations, tracks the full consumer journey—from reading an article of interest to clicking on our dynamic commerce modules, adding items to cart, and completing purchases. This real-time data collection ensures there is no lag between digital events and their connection to consumer profiles. Unlike other providers, we do not aggregate data from multiple platforms; instead, we focus on building our models and insights based on authentic online consumer behavior. Our data stands out due to its: Deterministic Nature: We capture 1st-party data as transactions occur (all in real time) Full-Funnel Coverage: We capture consumer journeys from awareness to purchase, providing a complete view of consumer behavior. Real-Time Insights: Our data engine processes events in real-time, enabling timely and relevant marketing actions. How does Kontext ensure the accuracy and reliability of its audience data? Kontext ensures accuracy and reliability through our unique technology and direct data sourcing. By not aggregating data from other platforms, we maintain control over the quality and integrity of our insights. Our continuous investment in refining our models around online consumer behavior further enhances the precision of our audience data. What types of brands or verticals might resonate the most with Kontext audiences for activation? Any brand looking to understand and activate online shopping behavior – informed by 1st-party transaction data – will resonate with Kontext audiences. Essentially, any vertical that benefits from understanding real-time shopping behaviors, such as retail, health & wellness, auto, and financial services, will find our data invaluable. We have particularly strong insights in beauty, hair care, health & wellness, and values-based online shopping habits, as well as the food & beverage space. Retail & Consumer Goods: Leveraging shopping behavior data for targeted campaigns. Health & Wellness: Identifying consumers with specific health and wellness interests. Automotive: Targeting potential buyers of electric vehicles or eco-friendly products. Financial Services: Engaging high-value shoppers with premium credit card usage. And many more How does Kontext’s data help advertisers navigate the challenges posed by the deprecation of third-party cookies? As third-party cookies become less reliable, Kontext’s 1st-party data becomes invaluable. Our deterministic data engine, which does not rely on cookies, offers: Direct Consumer Insights: Accurate and consented data directly from consumer interactions. Privacy Compliance: Our data collection methods are fully compliant with privacy regulations, ensuring secure usage. Cross-Device Coverage: We use verified digital identifiers, allowing seamless unification and targeting across multiple devices. What measures does Kontext take to maintain data privacy and compliance, and how does this benefit advertisers? Data privacy and compliance are fundamental to Kontext. We meet or exceed all privacy compliance and security standards, ensuring that our data sourcing and usage are transparent and comply with regulations (CCPA, CPRA, VCDPA, etc). Kontext prioritizes data privacy and compliance through: Consented Data Collection: All data is collected with explicit consumer consent. Robust Security Protocols: Data is encrypted and secured with industry-leading practices. Compliance with Regulations: We adhere to global privacy laws, including GDPR and CCPA. User Control: Consumers have the ability to opt-out and manage their data preferences. Can you share success stories / use-cases where advertisers significantly improved their campaigns using Kontext’s data? To give you a sense of how Kontext data can be applied, here are two use-cases: Beauty Brand Campaign: An agency hoping to activate an audience of beauty purchasers for a Major Beauty Brand could utilize Kontext’s custom audience of high-value beauty product purchasers. By targeting those consumers who had bought similar products in the last 12 months and had an average cart size of over $50, the campaign would significantly increase performance and ROAS. Electric Vehicle Launch: For a major auto manufacturer’s EV launch, Kontext could be used to identify eco-friendly consumers who had not yet purchased an EV but had shown interest in sustainable products. This precise targeting could lead to higher engagement and conversion rates for the campaign. Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Kontext, reach out for a personalized consultation. Contact us About our expert Georgia Campbell, Head of Strategic Partnerships, Kontext In her current role as Head of Strategic Partnerships at Kontext, Georgia plays a pivotal role in shaping the company’s strategic direction within the data space. With a deep-seated expertise in leveraging data to drive impact for companies, Georgia has been forging key partnerships that enhance the effectiveness and reach of Kontext’s offerings. Georgia comes from a background in emerging technology, where she has been focused on cultivating partnerships and employing data-driven approaches to spearhead market expansion efforts. She started her career in finance, managing investments across equity, debt, and alternative assets at Brown Advisory. In this Q&A, Georgia shares her insights on Kontext’s Onboarding partnership with Experian, offering perspective on how Kontext’s unique insights can unlock new opportunities for advertisers and brands alike. Latest posts
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