The UK's major mobile operators have been outperformed by smaller rivals in an annual customer service survey conducted by consumer watchdog Which?. The survey of over 5,000 mobile users found that Three, O2 and Lycamobile were the lowest performing networks, receiving customer scores of 65%, 67% and 68% respectively.
Three received a two-star rating in every category, including network reliability and technical support. O2 also scored two stars for value for money and customer service, shortly after increasing its annual price rises. Lycamobile earned four stars for value for money but two stars in all other categories. EE and Vodafone achieved scores of 74% and 72% respectively, which Which? described as 'stuck in the middle to lower reaches of the table'.
At the top of the rankings, Talkmobile achieved a customer score of 83%, followed by Tesco Mobile on 81%, both impressing with network reliability, customer service and value for money. Other top-rated networks included Giffgaff and Smarty, both scoring 79%, driven by flexibility and affordable Sim-only deals. Lebara and 1pMobile each scored 78%.
The survey also highlighted significant price differences. Respondents using one of the 'big four' – EE, O2, Three and Vodafone – paid an average of £16 for a Sim-only contract, compared with just £9 on smaller networks. For contracts including a phone, users paid an average of £40 with the big four versus £28 with smaller providers. Many smaller firms use the infrastructure of the big four, meaning customers often receive the same signal and coverage.
Natalie Hitchins, Which? head of home products and services, said: 'Our latest research shows that smaller providers are consistently outshining the industry's largest mobile firms by offering better customer service and far cheaper deals. Many top-rated challengers avoid mid-contract price hikes, offering households struggling with the cost of living much-needed certainty. Any customers nearing the end of their contract who are unhappy with their service, or simply looking to save money, should not hesitate to vote with their feet and move to a provider that actually delivers on value.'
