• by Gavin O'Malley , Staff Writer @mp_gavin, February 23, 2017

When it comes to getting their mobile service, millennials aren’t married to traditional providers.

That’s according to a new study of about 1,000 millennials in the U.S., U.K., Brazil and Australia, which was commissioned by telecom services provider CSG Systems International.

Asked about their likely choice of provider over the next five years, 35% of respondents expressed a fondness for traditional service providers. That’s compared to about a third who said they expect their service to come from non-traditional providers like Google, Amazon, or some new industry entrant.

Another third of young respondents said they will likely rely solely on public WiFi services and other free offerings to meet their mobile needs.

Also of note, a majority of millennials said personalized services were more important to them than anonymity.

In fact, nearly 60% said they are likely to spend more for a service specifically customized to their usage patterns across voice, data, entertainment and other personalized services.

What’s more, more than 70% of respondents expressed a willingness to give mobile providers access to their usage data in exchange for more personalized service.

That said, millennials said they are slightly less comfortable when it comes to personalized advertising. All told, 57% said they would be likely to let providers use their data to better personalize advertisements.