A study suggests over 70 million Americans discovered that "free" phones often come with hidden costs.

What's more, those who use about 5 GB of data per month are en masse on unlimited plans.

A nationwide survey by The Harris Poll for Consumer Cellular indicates that many Americans are spending more than necessary on mobile service. The study revealed that a significant number of individuals over 50 are paying for unlimited data plans while typically using very little data.

Consumer Cellular's data shows that customers in this demographic use an average of just over 5 GB of data per month, much less than what unlimited plans offer. The research also found that approximately 25% of adults have enrolled in a "free" phone promotion without fully understanding that these deals often come with multi-year contracts or higher monthly fees.

Consumer Cellular CEO Ed Evans stated in November 2025 that "free" offers are often misleading, and "unlimited" plans rarely deliver what people expect. Evans added that research and customer data suggest that many Americans are overpaying for unused data or phones that are not truly free. Evans believes providers should simplify how they explain costs and help customers choose the right plan.

Key findings from the survey highlight a general lack of knowledge about mobile costs and plan benefits among consumers in the US.

More than a quarter (27%) of adults have accepted a "free" phone deal without being fully aware of the associated terms. 90% of mobile users believe that most people do not understand the real cost or fine print of these promotions. Among those 50 and older, about 80% have unlimited plans or use much less data than their plans allow, implying they regularly pay for data they do not need.

The issue appears more prevalent among major carrier customers: over 80% of this age group either have unlimited plans or underutilize their data. Also, more than half are unsure of their monthly data usage, and another half never compare plans to seek better value. Overall, 43% of mobile consumers never shop around for a better deal, and this includes over half of those over 50.

Many consumers overspend on wireless service because they rarely check their data usage or compare different plans. Regularly auditing data consumption, assessing the true cost of phone deals, and reviewing plans yearly can help consumers identify more economical options.