Millennials Want Personalization

Millennials are open to the source of their future mobile service. When it comes to the type of provider millennials will choose for their future mobile service in five years’ time, respondents showed little variance, according to a new report from CSG Systems International.

Approximately one third of respondents noted they would expect their service to come from non-traditional providers like Google, Amazon or others to be identified. Another third of respondents noted to expect public Wi-Fi services and other free offerings to become the norm.

Personalized service is more important than anonymity. Almost 6 out of 10 millennials are likely to spend more for a service specifically customized to their usage patterns across voice, data, entertainment and other personalized services. And, a significant majority (over 70 percent) of millennials are likely to allow mobile providers access to their mobile usage data to receive a more personalized service. Millennials are slightly less comfortable when it comes to personalized advertising, with just over half (57) percent noting they would be likely to let providers use their data to better personalize advertisements.

AI should make mobile devices smarter. Almost half of millennials want their mobile phone service to become a more intuitive personal assistant, with the ability to anticipate needs and take action. A majority (53) percent of respondents noted that they would be willing to spend more on a mobile service that can act as a personal assistant, performing such tasks as creating meeting invites, posting to social media, booking dinner reservations, and so on.

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