The vast choice of mobile phone deals, 1.3million in fact, is leaving consumers unable to make informed choices, according to watchdog Consumer Focus. In a recent online report, Consumer Focus targeted key issues in the mobile industry that were leaving people confused. They identified four major concerns including complex tariffs, poor pricing, quality of service and network coverage.

The survey found 49% of respondents agreed that there is too much choice in the mobile phone market. Difficulties interpreting the best deals can lead to consumers making inappropriate decisions on tariff packages, therefore over-spending on mobile phone charges. One consumer suggested that “Tariffs should be clearer, some people have no ideas how much a call costs because it is different for landlines, mobiles, different networks and different times of day.”

Concerns over quality of service were also highlighted in the report. Nearly one in five complaints related to poor customer service when dealing with mobile phone network operators. Previous research by Ofcom found there is “a general feeling that customer service standards are poor” and there is “a general mistrust of service providers” among customers. Consumer Focus urged Ofcom to ‘take action in this area without further delay’.

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