The nationwide study
Image by PhoneArena
‘Free’ isn’t free, and ‘unlimited’ rarely means what people think it does. Our research and our own customer data both show that tens of millions of Americans are almost certainly overpaying for data they don’t use or phones that aren’t really free. Carriers need to make it easier for people to understand what they’re truly paying for and how to right-size their plan.
– Ed Evans, CEO of Consumer Cellular, November 2025
What the numbers say
Key insights from the study reveal a widespread lack of awareness about mobile costs and plan value among US consumers.
More than a quarter (27%) of adults have accepted a “free” or “on us” phone deal without realizing the terms or obligations attached. Nine in ten (90%) mobile users believe most people misunderstand the real cost or fine print behind such promotions. Among those aged 50 and older, nearly eight in ten (79%) either have unlimited plans or use far less data than their plans provide, suggesting they routinely pay for unused data.
The problem is even more pronounced among customers of major carriers: over eight in ten in this age group either have unlimited plans or underuse their data, more than half are unsure of their monthly data usage, and another half never compare plans for better value. Overall, 43% of mobile consumers never shop for a better deal, including more than half of those over 50.
How to save billions of dollars?
Many consumers end up overpaying for wireless service because they rarely review their data usage or compare plans. That’s why it’s a good idea to audit your data use, to calculate the real cost of phone deals, and to review plans annually to find smarter, more cost-effective options.
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