Snapchat research points to social and creator influence in telecom plan purchases

Snapchat is playing an increasing role in how consumers research and choose telecommunications providers, according to a new study conducted with research firm Alter Agents.

The report surveyed more than 800 U.S. daily social media users who purchased a telecom plan within the previous six months. The findings suggest that Snapchat users are more active in evaluating telecom services and often act as advisors within their social circles when friends or family are deciding on mobile plans.

The study found that a significant share of Snapchat users rely on social platforms when comparing telecom providers and services. About 71% reported using social channels during the research phase, making them notably more likely than non-users to incorporate social media into their decision-making process.

Peer conversations also play a central role. Snapchat users frequently consult friends or family when selecting a mobile plan, often sharing information about deals, coverage options, or service experiences through messaging and social interactions.

In many cases, these discussions influence final purchasing decisions, with Snapchat users more likely than other consumers to act as the primary decision-makers when choosing a telecom provider.

The research also highlights how life events can prompt telecom plan changes. Many respondents reported reassessing their mobile service during periods of transition such as starting a new job, moving, or beginning school.

These moments create opportunities for providers to reach consumers who are actively comparing alternatives. The study indicates that more than two-thirds of Snapchat users have switched from their original telecom plan at least once, with value—such as pricing, bundled services, or promotional offers—emerging as a key factor behind switching behavior.

Creators on Snapchat also play a measurable role in telecom marketing outcomes. According to the report, Snapchat users are significantly more likely to sign up for a telecom service after seeing related content from creators.

Many respondents said creator content feels more authentic than traditional advertising when explaining telecom products and services, helping users navigate decisions that often involve complex pricing structures and feature comparisons.

Beyond research and recommendations, exposure to telecom-related content on Snapchat appears to contribute to brand engagement. The study found that a majority of users reported becoming more favorable toward telecom brands after encountering them on the platform.

Some respondents also reported switching providers or purchasing telecom plans after seeing advertisements or content related to those services within Snapchat.