Sprint Reports Fourth Quarter and surprises Wall Street with lower losses than expected. Argus Insights was not surprised. We track consumer behavior across multiple channels, including social media. Not only did we see that Sprint had the biggest lift of all the carriers during Q4 but saw Sprint almost return to holiday 2012 levels of consumer engagement. As you can see from the normalized data below, Sprint consumer engagement, though lower than Holiday 2012, continued at a higher level than their competitors.
Based on our analytics, investors would have expected a significant shift in Sprint’s performance weeks ahead of Sprint’s earnings announcement. As much as the equities market is driven by investor speculation in the short term, whether or not Sprint has an increasing number of satisfied customers is the most important leading indicator of their performance. Leverage our metrics of consumer behavior, investors can stay ahead of the market shifts. Already we see that T-Mobile has gained mindshare over their competition in a material way, an indication that the antics of their CEO is doing more than just grabbing headlines, but grabbing subscribers too.
We will seen next week if the consumer data holds the same insights for T-Mobile as it did for Sprint. When taking a chance on the market, Argus Insights always bets on the consumer. If you’d like to get a free weekly snapshot of the mobile market, please sign up here. For a sample of our detailed analysis on the mobile market we publish on a monthly basis, download a copy of the report here.