Consumers Have Limit To Unlimited Plan Price

There is a limit to what people will pay for unlimited data plans. Despite finding that nearly half of consumers don’t know how much mobile data they use every month, two-thirds of them are unwilling to pay more than $50 a month for their service plans, according to new research from Parks Associates.

Even at that level, unlimited data could become an expensive proposition, says Harry Wang, director of mobile research at the firm. “Consumers’ budgets have a limit, and carriers cannot expect people to pay more for the data,” Wang tells Marketing Daily. “A lot of the current solution – throttling – isn’t doing well with consumers. They hate that kind of experience. At a certain point, they will ask for a certain remedy from the carriers.” It’s time, Wang says, for the wireless carriers to “shift consumers’ perception away from raw data to the experience created by their data services.”