Complaining about wireless providers is quickly replacing overeating as the great American pastime. The four big providers—AT&T, Verizon, Sprint and T-Mobile—have spent years and hundreds of millions of dollars in their attempts to endear themselves to consumers. Their efforts might actually be working, based on social chatter. A new study by Infegy, a Kansas City, Mo.-based social media intelligence firm, took a look at social media conversations around the telecom giants and gleaned some interesting results. Most surprising: The majority of millennials and boomers are happy about network speeds—at least in what they say on their social feeds. "Customers want brands to engage with them on a personal level," said Infegy CEO Justin Graves.
This story first appeared in the October 24, 2016 issue of Adweek magazine.
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