Targeting tactics to reach mobile carrier and home internet switchers
Why and how your switchers plans should include Reddit
Consumers today are tied at the hip to their devices. They’re doing everything on connected devices. Whether they are trying to understand the metaverse, play the latest game, video call family and friends around the world, pay for groceries, check finances, or understand the latest apparel trends - consumers rely on their devices.
Network coverage and reliability are crucial in making everything possible. With coverage and reliability differing from location to location—and by use case—consumers are spending time researching which mobile carrier and home internet provider to switch to when they experience a life moment that triggers a change.
Cue Reddit.
Reddit is the top platform switchers turn to in their decision making journeys for either a mobile service provider1 or a home internet provider2. In fact, 63% of redditors planning to switch mobile carriers in the next 12 months say Reddit is the best source to learn more about mobile carriers1. For those planning to switch internet providers in the next 12 months it’s a bit higher, with 68% saying Reddit is the best source to learn about internet providers.2
U.S. redditors are over 50% more likely to be actively searching for a mobile carrier1 or home internet provider to switch to in the next 12 months.2 Switching conversations among redditors are happening around key life moments.3
During their research phase, redditors would love to see carriers and providers be a part of their journey.
82% / 83%*
of redditors planning to switch providers in the next 12 months say they are interested in seeing mobile carriers1 and home internet providers2 share information about their brand and plans on Reddit.
56% / 54%*
of redditors planning to switch providers in the next 12 months would select a mobile carrier1 or home internet provider2 if they saw an ad about it on Reddit.
*(mobile1 / home internet2)
Reach switchers on Reddit by targeting around life moments
Sometimes it’s hard to figure out which audiences are in the market to switch mobile carriers or home internet providers. Earlier, we spoke about key life moments that can trigger a switch in mobile carriers or home internet providers. You can target audiences experiencing these key life moments with keyword targeting.
Keyword targeting is unique in that it allows brands to reach people based on the conversations they participate in, the topics they search for, and the research they do. You can define the keywords you want for your brand to be associated with, and we find the discussions on Reddit that are relevant to your list.
In this instance – that would be key life moments that trigger a switch. This inserts your brand into relevant conversations happening naturally across Reddit communities.
You can also layer device, carrier, or zip targeting with keyword targeting. If your brand is doing an upgrade promotion for your current customers, you could target the older models to receive your upgrade offer. If your brand just installed home internet service to a new apartment complex, you could target those customers using zip targeting.
Reddit’s audiences are primed to hear from brands directly. Don’t miss out on finding switchers for your brand ahead of key switching moments.
Contributors:
Meera Deva - Head of Sector Business Marketing - Tech, Gaming, Telco
Marissa Bell - Manager, Global Insights
Neelam Shah - Lead, Global Insights
Sources:
1Reddit Custom Survey, U.S. “Mobile Providers”, n=1000, A18+, Monthly Reddit Users vs. Competitor Platforms, Jun 2023
2Reddit Custom Survey, U.S. “Home Internet Providers”, n=1000, A18+, Monthly Reddit Users vs. Competitor Platforms, Jun 2023
3Global Web Index, USA, Q1 2023 + Q4 2022