Lebara launched a new campaign in July with an associated commercial. We have conducted extensive research into how this commercial is judged and whether Lebara is indeed seen as different. Prior to the survey, we asked a number of questions to gauge how millennials view current mobile providers. We first asked them which mobile providers this target group knows, even if only by name. We gave them all the providers below as options.

In all graphs below, the results are shown as percentages of the total. When all options per gender are added together, this amounts to 100%.

With the name recognition of most providers, things seem to be going well. What is somewhat striking is that the providers Simpel, Simyo and Youfone are relatively unknown among women, but in general the brand awareness among millennials seems to be good.

We then asked which of these providers the millennials would consider if they had to take out a new (SIM-only) subscription soon. The results are shown in the graph below.

This creates a striking picture: clear preferences go to Vodafone, followed by T-Mobile and followed at some distance by KPN. Many of the other providers are relatively minimally considered if a new (SIM-only) subscription can be taken out. This is somewhat striking given that a number of the other brands clearly position themselves as brands aimed at the younger generations. Yet there are clear preferences for a number of providers.

Finally, we asked respondents what elements are important to them when considering a mobile provider. The following results emerged.

This graph clearly indicates that for millenials the number of gigabytes, the reliability of the network and the price of the total subscription are mainly important when deciding which mobile provider to choose.

A number of interesting things emerge from this research. It is good for telecom providers to look at what millenials are looking for and to tailor accordingly. No matter how great the brand awareness is, the willingness to choose a specific provider depends on several factors.

For Lebara, we did an in-depth analysis of how millennials view the brand, before seeing the most recent commercial and after seeing this commercial. With these studies, our commercialreview.nl platform can help companies gain insight into what their target groups think about these brands and their offerings.

With commercialreview.nl we offer studies with which we can pre- and post-test your commercial (or other commercial expression) thoroughly, quickly, transparently and cost-effectively. Our view is that it should be self-evident that every company can be sure that all their commercials will have the right effect and are relevant, by having presented them to their target group on commercialreview.nl.