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The state of prepaid mobile and where it’s headed

January 2021

Microsoft Advertising Insights analyzed search and click trends for prepaid mobile plans and the impact that COVID-19 has had on this category.

Some key findings from our analysis include:

  • Prepaid in the time of COVID: Before the pandemic, prepaid search volume was projected to steadily decline year over year. Since the onset of COVID-19, prepaid traffic has seen positive momentum, especially for non-brand searches. Forecasts show that search traffic will continue its upward momentum well into 2021.
  • Prepaid Marketplace trends: Non-brand searches increase significantly days before and the days after a phone launch. Click-through-rates for prepaid are highest in the Mid and North Atlantic, and in southern states.
  • Microsoft Audience Network: After exposure to an Microsoft Audience Network ad (impression), 60% of users went on to click on a paid search ad. We recommend incorporating Microsoft Audience Network to maximize search return on investment.

Download the PDF to read more about prepaid mobile trends and how advertisers can capitalize on these trends.

 Download the insights