Smarty Named Best UK Mobile Operator in Which? 2024 Survey

Consumer magazine Which? has published the results of their latest 2024 consumer survey of UK mobile operators, which revealed the best and worst providers. Overall the four primary operators (O2, EE, Vodafone and Three UK) came at or near the bottom of the table, while Tesco Mobile attracted the highest customer score.

The survey itself questioned 3,739 customers during January 2024, which produced an overall customer score based on service satisfaction and the customers’ likelihood to recommend the service to others. The caveat of this is that the scores for some operators – particularly the smallest Mobile Virtual Network Operator (MVNO) providers – will inevitably be based on a fairly small sample size, so take with a pinch of salt.

Overall, the highest rated mobile operator was Tesco, which delivered a customer score of 83%. In fact, the top half of the table was dominated by similar MVNO providers, while the primary operators could all be found toward the bottom of the table, with Three being named as the lowest rated provider.

Take note that Which? retains the full results for those who go out and buy their magazine, thus the online release only provides a basic summary of their overall customer scores.

Which? 2024 Mobile Survey
Tesco Mobile 83%
Smarty 82%
Giffgaff 80%
Talkmobile 79%
Voxi 77%
iD Mobile 77%
Lebara Mobile 76%
1p Mobile 72%
EE 69%
O2 68%
Sky Mobile 68%
Vodafone 68%
Asda Mobile 67%
BT Mobile 67%
Lycamobile 65%
Three UK 60% (down from 66% last year)

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