29 per cent of UK consumers participate in operator loyalty schemes

Even though 73 per cent are members of their non-mobile equivalents.

The research from Buongiorno could be viewed as a good thing, indicating the general level of acceptance of reward schemes such as store points, club points, frequent flyer programmes and showing that there's more business to be had in mobile.

The findings show that despite almost every UK operator offering some type of programme rewarding tenure, spend, or a combination of the two, a majority of subscribers don't engage.

It says effective loyalty schemes should target customers most likely to churn, and names the top three reasons that subscribers plan to change providers as: wanting a new handset, believing they pay too much for calls and providers not offering additional loyalty benefits.

The study suggests that reward schemes are effective, with high value gifts most appealing (76 per cent prepaid, 71 per cent contract). 

Points for a guaranteed prize (e.g. free/ subsidised handset after 12 months) were by far the most popular type of reward overall (chosen by nearly 50 per cent of contract subscribers across all four countries).